Abstract
This study explores the relationship between perceived value, place attachment, satisfaction, and tourist loyalty in Essaouira, Morocco. It follows an integrative theoretical model by Nasir et al. (2022) initially tested on Langkawi Island, Malaysia. The study examines how these dimensions interact to shape tourists’ experiences and loyalty intentions. A survey of 124 domestic tourists in Essaouira was conducted to explore their perceptions of the city, their level of satisfaction, and their intentions to return or recommend the destination. The study reveals that perceived value is a key factor to reinforce both place attachment and overall satisfaction, which ultimately leads to higher tourist loyalty. These findings offer practical implications for local policymakers and managers by identifying ways to ensure the sustainable development of tourism in Essaouira through the valorization of its tourist and cultural resources.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Tourism and Leisure Industries
KEYWORDS
Perceived value Place attachment Tourist loyalty Sustainable tourism Destination Essaouira
