Achieving destination sustainability: How tourist-to-tourist interaction quality affects tourist loyalty?

Abstract

Although tourist-to-tourist interaction (TTI) has been identified as an essential element in tourist experiences, the effect of TTI quality on tourist loyalty, and the mechanism underlying this effect is scarcely discussed in the literature. Based on the self-determination theory, this study aims to examine whether and how TTI quality influences tourist loyalty, representing a significant means to achieve destination sustainability. More specifically, this study tested a moderated mediation model in which basic psychological needs satisfaction mediated the relationship between TTI quality and tourist loyalty, while sociability moderated the link between TTI quality and basic psychological needs satisfaction. A survey research approach was used, and 746 complete, usable responses were collected in multiple cities in China. The results revealed that the direct impact of TTI quality on tourist loyalty is mediated by basic psychological needs satisfaction. Furthermore, sociability positively moderates the influence of TTI quality on tourist loyalty. This study extends the TTI literature by demonstrating the mechanism of basic psychological needs satisfaction and tourists’ sociability in the relationship between TTI quality and tourist loyalty. Managerial suggestions are provided for industry practitioners to improve tourist relationship management and the sustainability of destinations.