Reflections from Elephant1 to Lion2: the critical impact factors on Indian tourist's loyalty to Sri Lanka

Historical and cultural bonds that reflect psychological tendencies are critical amidst fierce competition in destination marketing. This study examines antecedents of destination loyalty between two nations with escalating cultural and historical acquaintances. It raises concerns on how perceived attractiveness, quality, value, risk and satisfaction influence on tourists' destination loyalty. Survey is fielded in post-war tourism development context of Sri Lanka focusing on Indian tourists. Partial least square path modelling was applied to test the hypothesised relationships. Findings validate theoretical assumptions that above variables are significant determinants of destination loyalty. Integrated construct for perceived risk indicated a significant negative relationship with satisfaction while perceived value showed a significant positive relationship with satisfaction. Satisfaction revealed a greater impact on destination loyalty sustained by latent variables. Theoretical and empirical implications in support of destination marketing literature and national tourism marketing exertions are discussed based on the 29 indicators identified in refined model.