Tourist Loyalty and Satisfaction In Uzbekistan’s Hospitality Sector
Keywords:
Tourist Satisfaction, Loyalty, Service Quality, Destination Image, Cultural Authenticity, Sustainability Practices
Abstract
The current research aims to identify the factors influencing tourist satisfaction and loyalty in the Uzbekistan hospitality industry through SEM. Taking into consideration historical and cultural outlooks, various attractions and touristic resources Uzbekistan presents a pretty large opportunity for the further development of the tourism industry. However, the information about factors affecting tourist satisfaction and loyalty is still important to keep competitiveness in the long term. The study examines factors that underlie service quality, destination image, cultural tourism and sustainable practices alongside their influence on tourist satisfaction and loyalty. Evidence in support of the hypothesized relationship was sought from the data taken through a structured questionnaire. The findings of this study suggest that satisfaction is the most important antecedent of tourist loyalty followed by service quality, cultural authenticity image of the destination. Sustainability practice is the last test and it has a relatively weak effect on loyalty. The study offers significant implications for policymakers and stakeholders in the tourism industry, as it gives directions on how to improve tourists’ satisfaction and thus promote their loyalty to Uzbekistan’s tourism businesses and hence tourism industry development in Uzbekistan.
References
Aitieva, D., Kim, S., & Kudaibergenov, M. (2024). Russian “relocants” share their experiences: A study of perceptions of Kyrgyzstan as a destination. Social Sciences & Humanities Open, 10, 100930. https://doi.org/10.1016/j.ssaho.2024.100930
Al-Ansi, A., & Han, H. (2019). Role of halal-friendly destination performances, value, satisfaction, and trust in generating destination image and loyalty. Journal of Destination Marketing & Management, 13, 51–60. https://doi.org/10.1016/j.jdmm.2019.05.007
Andrades, L., & Dimanche, F. (2017). Destination competitiveness and tourism development in Russia: Issues and challenges. Tourism Management, 62, 360–376. https://doi.org/10.1016/j.tourman.2017.05.008
Almasarweh, M. S. (2024). BEYOND SERVICE EXCELLENCE: EXPLORING BRAND IMAGE AS THE BRIDGE BETWEEN SERVICE QUALITY AND CUSTOMER LOYALTY IN NATURE TOURIST CAMPS. Geojournal of Tourism and Geosites, 53(2), 725–735. https://doi.org/10.30892/gtg.53236-1248
Alrowais, S. S. (2020). The effects of csr on tourist loyalty toward rural hospitality enterprises and the moderating effects of religiosity: CSR and tourist loyalty. International Journal of Customer Relationship Marketing and Management, 11(3), 39–59. https://doi.org/10.4018/IJCRMM.2020070103
Asmelash, A. G. (2020). Tourist satisfaction-loyalty Nexus in Tigrai, Ethiopia: Implication for sustainable tourism development. Cogent Business and Management, 7(1). https://doi.org/10.1080/23311975.2020.1836750
Badu-Baiden, F. (2022). How do tourists’ memorable local gastronomy experiences and their personal gastronomic traits influence destination loyalty? A fuzzy set approach. Journal of Travel and Tourism Marketing, 39(5), 501–515. https://doi.org/10.1080/10548408.2022.2148041
Eitzenberger, F. J., & Thimm, T. (2024). Perception disparity: Analyzing the destination image of Uzbekistan among residents and non-visitors. Journal of Destination Marketing & Management, 34, 100946. https://doi.org/10.1016/j.jdmm.2024.100946
Febrianti, A. M. (2021). The Effect of Service Quality and Tourist Satisfaction on Consumer Loyalty of Hotels X In the New Normal Era. Review of International Geographical Education Online, 11(6), 623–633. https://doi.org/10.48047/rigeo.11.06.78
Filimonau, V., Matyakubov, U., Allonazarov, O., & Ermolaev, V. A. (2022). Food waste and its management in restaurants of a transition economy: An exploratory study of Uzbekistan. Sustainable Production and Consumption, 29, 25–35. https://doi.org/10.1016/j.spc.2021.09.018
Han, H., Al-Ansi, A., Olya, H. G. T., & Kim, W. (2019). Exploring halal-friendly destination attributes in South Korea: Perceptions and behaviours of Muslim travellers toward a non-Muslim destination. Tourism Management, 71, 151–164. https://doi.org/10.1016/j.tourman.2018.10.010
Mariani, M. M., Borghi, M., & Kazakov, S. (2019). The role of language in the online evaluation of hospitality service encounters: An empirical study. International Journal of Hospitality Management, 78, 50–58. https://doi.org/10.1016/j.ijhm.2018.11.012
Negash, Y. T. (2021). Mapping generation y tourists’ e‐loyalty: A sustainable framework through hierarchical structure and fuzzy set theory. Sustainability (Switzerland), 13(9). https://doi.org/10.3390/su13094767
Pearce, J., Huang, S. (Sam), Dowling, R. K., & Smith, A. J. (2022). Effects of social and personal norms, and connectedness to nature, on pro-environmental behaviour: A study of Western Australian protected area visitors. Tourism Management Perspectives, 42, 100966. https://doi.org/10.1016/j.tmp.2022.100966
Sigala, M., Ooi, K.-B., Tan, G. W.-H., Aw, E. C.-X., Buhalis, D., Cham, T.-H., Chen, M.-M., Dwivedi, Y. K., Gretzel, U., Inversini, A., Jung, T., Law, R., & Ye, I. H. (2024). Understanding the impact of ChatGPT on tourism and hospitality: Trends, prospects and research agenda. Journal of Hospitality and Tourism Management, 60, 384–390. https://doi.org/10.1016/j.jhtm.2024.08.004
Sukati, I. (2020). The role of supply chain integration in creating tourist loyalty. International Journal of Supply Chain Management, 9(3), 172–181. https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85087799778&origin=inward
Susminingsih. (2022). Islamic Attributes as Driving and Attracting Motivation to Maintain Tourists Loyalty at Indonesia Hospitality Tourism. Journal of Economic Cooperation and Development, 43(1). https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85131539267&origin=inward
Wang, C., Zhang, T., Tian, R., Wang, R., Alam, F., Hossain, M. B., & Illés, C. B. (2024). Corporate Social Responsibility’s impact on passenger loyalty and satisfaction in the Chinese airport industry: The moderating role of green HRM. Heliyon, 10(1), e23360. https://doi.org/10.1016/j.heliyon.2023.e23360
Xu, F., Wu, W., Liu, A., Zhan, C., & Su, W. (2024). Tourists’ on-site immersive experience for shortening psychological distance in the context of homologous and non-homologous cultures. Journal of Hospitality and Tourism Management, 58, 467–475. https://doi.org/10.1016/j.jhtm.2024.03.003
Yu, S. Y., & Kaur, J. (2024). Increasing student comprehension in the English-medium instruction (EMI) context: Lecturers’ use of explicitness strategies. International Journal of Educational Research Open, 7, 100334. https://doi.org/10.1016/j.ijedro.2024.100334
Al-Ansi, A., & Han, H. (2019). Role of halal-friendly destination performances, value, satisfaction, and trust in generating destination image and loyalty. Journal of Destination Marketing & Management, 13, 51–60. https://doi.org/10.1016/j.jdmm.2019.05.007
Andrades, L., & Dimanche, F. (2017). Destination competitiveness and tourism development in Russia: Issues and challenges. Tourism Management, 62, 360–376. https://doi.org/10.1016/j.tourman.2017.05.008
Almasarweh, M. S. (2024). BEYOND SERVICE EXCELLENCE: EXPLORING BRAND IMAGE AS THE BRIDGE BETWEEN SERVICE QUALITY AND CUSTOMER LOYALTY IN NATURE TOURIST CAMPS. Geojournal of Tourism and Geosites, 53(2), 725–735. https://doi.org/10.30892/gtg.53236-1248
Alrowais, S. S. (2020). The effects of csr on tourist loyalty toward rural hospitality enterprises and the moderating effects of religiosity: CSR and tourist loyalty. International Journal of Customer Relationship Marketing and Management, 11(3), 39–59. https://doi.org/10.4018/IJCRMM.2020070103
Asmelash, A. G. (2020). Tourist satisfaction-loyalty Nexus in Tigrai, Ethiopia: Implication for sustainable tourism development. Cogent Business and Management, 7(1). https://doi.org/10.1080/23311975.2020.1836750
Badu-Baiden, F. (2022). How do tourists’ memorable local gastronomy experiences and their personal gastronomic traits influence destination loyalty? A fuzzy set approach. Journal of Travel and Tourism Marketing, 39(5), 501–515. https://doi.org/10.1080/10548408.2022.2148041
Eitzenberger, F. J., & Thimm, T. (2024). Perception disparity: Analyzing the destination image of Uzbekistan among residents and non-visitors. Journal of Destination Marketing & Management, 34, 100946. https://doi.org/10.1016/j.jdmm.2024.100946
Febrianti, A. M. (2021). The Effect of Service Quality and Tourist Satisfaction on Consumer Loyalty of Hotels X In the New Normal Era. Review of International Geographical Education Online, 11(6), 623–633. https://doi.org/10.48047/rigeo.11.06.78
Filimonau, V., Matyakubov, U., Allonazarov, O., & Ermolaev, V. A. (2022). Food waste and its management in restaurants of a transition economy: An exploratory study of Uzbekistan. Sustainable Production and Consumption, 29, 25–35. https://doi.org/10.1016/j.spc.2021.09.018
Han, H., Al-Ansi, A., Olya, H. G. T., & Kim, W. (2019). Exploring halal-friendly destination attributes in South Korea: Perceptions and behaviours of Muslim travellers toward a non-Muslim destination. Tourism Management, 71, 151–164. https://doi.org/10.1016/j.tourman.2018.10.010
Mariani, M. M., Borghi, M., & Kazakov, S. (2019). The role of language in the online evaluation of hospitality service encounters: An empirical study. International Journal of Hospitality Management, 78, 50–58. https://doi.org/10.1016/j.ijhm.2018.11.012
Negash, Y. T. (2021). Mapping generation y tourists’ e‐loyalty: A sustainable framework through hierarchical structure and fuzzy set theory. Sustainability (Switzerland), 13(9). https://doi.org/10.3390/su13094767
Pearce, J., Huang, S. (Sam), Dowling, R. K., & Smith, A. J. (2022). Effects of social and personal norms, and connectedness to nature, on pro-environmental behaviour: A study of Western Australian protected area visitors. Tourism Management Perspectives, 42, 100966. https://doi.org/10.1016/j.tmp.2022.100966
Sigala, M., Ooi, K.-B., Tan, G. W.-H., Aw, E. C.-X., Buhalis, D., Cham, T.-H., Chen, M.-M., Dwivedi, Y. K., Gretzel, U., Inversini, A., Jung, T., Law, R., & Ye, I. H. (2024). Understanding the impact of ChatGPT on tourism and hospitality: Trends, prospects and research agenda. Journal of Hospitality and Tourism Management, 60, 384–390. https://doi.org/10.1016/j.jhtm.2024.08.004
Sukati, I. (2020). The role of supply chain integration in creating tourist loyalty. International Journal of Supply Chain Management, 9(3), 172–181. https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85087799778&origin=inward
Susminingsih. (2022). Islamic Attributes as Driving and Attracting Motivation to Maintain Tourists Loyalty at Indonesia Hospitality Tourism. Journal of Economic Cooperation and Development, 43(1). https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85131539267&origin=inward
Wang, C., Zhang, T., Tian, R., Wang, R., Alam, F., Hossain, M. B., & Illés, C. B. (2024). Corporate Social Responsibility’s impact on passenger loyalty and satisfaction in the Chinese airport industry: The moderating role of green HRM. Heliyon, 10(1), e23360. https://doi.org/10.1016/j.heliyon.2023.e23360
Xu, F., Wu, W., Liu, A., Zhan, C., & Su, W. (2024). Tourists’ on-site immersive experience for shortening psychological distance in the context of homologous and non-homologous cultures. Journal of Hospitality and Tourism Management, 58, 467–475. https://doi.org/10.1016/j.jhtm.2024.03.003
Yu, S. Y., & Kaur, J. (2024). Increasing student comprehension in the English-medium instruction (EMI) context: Lecturers’ use of explicitness strategies. International Journal of Educational Research Open, 7, 100334. https://doi.org/10.1016/j.ijedro.2024.100334
Published
2024-12-13
How to Cite
Maftuna, K. (2024). Tourist Loyalty and Satisfaction In Uzbekistan’s Hospitality Sector. Central Asian Journal of Innovations on Tourism Management and Finance, 5(8), 641-648. https://doi.org/10.51699/cajitmf.v5i8.798
Section
Articles
In submitting the manuscript to the Central Asian Journal of Innovations on Tourism Management and Finance, the authors certify that:
- They are authorized by their co-authors to enter into these arrangements.
- The work described has not been formally published before, except in the form of an abstract or as part of a published lecture, review, thesis, or overlay journal.
- That it is not under consideration for publication elsewhere,
- The publication has been approved by the author(s) and by responsible authorities – tacitly or explicitly – of the institutes where the work has been carried out.
- They secure the right to reproduce any material that has already been published or copyrighted elsewhere.
- They agree to the following license and copyright agreement.
License and Copyright Agreement
Authors who publish with Central Asian Journal of Innovations on Tourism Management and Finance agree to the following terms:
- Authors retain copyright and grant the Central Asian Journal of Innovations on Tourism Management and Finance right of first publication with the work simultaneously licensed under Creative Commons Attribution License (CC BY 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the Central Asian Journal of Innovations on Tourism Management and Finance published version of the work (e.g., post it to an institutional repository or edit it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
