Understanding the emotions of tourists' experience toward national parks: Antecedents of destination loyalty and satisfaction in Serbian national parks

Abstract

The study enhances the limited body of knowledge on tourists' emotions in national parks by examining factors influencing destination loyalty and tourist satisfaction. By analyzing theoretical and empirical data on causal relationships among emotions, destination image, perceived quality, satisfaction, and destination loyalty, the study sought to provide an integrated method for understanding destination loyalty. Thirteen hypotheses were established within the framework of a proposed study model. The study used a quantitative approach to gather data, distributing questionnaires to domestic visitors to Serbia's national parks. Structured equation modeling, or SEM, was utilized to assess the data obtained from a total of 462 questionnaires. The findings demonstrated that satisfaction and destination loyalty are descendants of emotions (positive and negative), destination image, and perceived quality. Destination loyalty was positively impacted by visitor satisfaction as well. The study investigated how various tourist demographic traits affected these relationships. Based on the study's findings, implications for theory and management were concluded, and suggestions for further research were given.