الملخص الإنجليزي
Tourist loyalty plays a crucial role in the success of any destination, as it directly
impacts repeat visitation and positive word-of-mouth promotion. This study aims to
identify and analyze the factors influencing tourists' loyalty toward nature-based
attractions in Oman, a rapidly growing tourism destination in the Arabian Peninsula. The
first objective of this study is to investigate the psychological factors influencing
tourists’ loyalty to Oman. The study also acknowledges the role of safety and security in
shaping tourists' loyalty. Oman's reputation as a safe and stable destination contributes to
visitors' confidence and willingness to revisit. Therefore, the second objective is to
determine if risk factors have an impact on tourism loyalty. The study examines these
objectives for local and international tourists for the purpose of comparison and gaining
knowledge about the two different groups which will guide relevant decision makers.
Data collection methods included online surveys for international tourists and phone
calls for local tourists, based on a random list obtained from a domestic travel and
tourism agency. The sample size was 165 respondents from international tourists and
205 respondents from local tourists. The study implemented the technique of partial least
squares structural equation modeling PLS-SEM to determine the relationship between
endogenous (dependent) and exogenous (independent) variables due to its ability to
obtain scores for the latent variables (indirectly measured) and deal with complex
relationships. By understanding and addressing these factors, tourism stakeholders and
policymakers in Oman can formulate effective strategies to enhance tourists' loyalty and
further develop the tourism industry. The findings indicate that factors like attachment,
novelty seeking, and satisfaction significantly influence both attitudinal and behavioral
loyalty among international tourists. However, perceived value shows a complex
relationship with attitudinal loyalty, necessitating further exploration of potential
moderators or mediators. For local tourists, attitudinal loyalty is influenced by
familiarity, novelty seeking, perceived value, and satisfaction, while behavioral loyalty
depends on attachment and familiarity. The findings of this study provide valuable
insights for destination management organizations, hoteliers, tour operators, and other
stakeholders involved in the tourism sector in Oman. It suggests policy implications,
including leveraging Oman's reputation as a safe destination, introducing novel
experiences in familiar settings, and emphasizing value-driven promotions. The study
underscores the complexity of tourist loyalty and the importance of understanding these
dynamics for effective tourism marketing and policy-making in Oman. It also suggests
avenues for future research, including exploring sustainable tourism and environmental
consciousness in loyalty formation.
