From Tourists to Advocates: How Environmental Sustainability Practices Inspire Loyalty and Ambassadorial Behavior

NKipchirchir Samuel Ronoh, Marciano Mutiga, Urbanus Mwinzi Ndolo, Bitok Kipkosgei and Nancy Chemutai
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NKipchirchir Samuel Ronoh: Tourism and Hospitality Management Section, Tharaka University
Marciano Mutiga: Tourism and Hospitality Management Section, Tharaka University
Urbanus Mwinzi Ndolo: Department of Humanities and Social Sciences, Tharaka University
Bitok Kipkosgei: Department of Hospitality and Tourism Management, Kenyatta University
Nancy Chemutai: N/A

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 9, 2823-2834

Abstract: This study investigated how environmental sustainability practices adopted by tour operators influence tourist loyalty and ambassadorial behavior in Nairobi City County, Kenya. Using a correlational research design, the study examined the relationship between sustainability initiatives and tourists’ willingness to repeat visits and to advocate for eco-friendly tour companies. A sample of 114 travel and tour companies and 342 tourists was selected through a proportionate simple random sampling to ensure a representative distribution. Data was collected through structured surveys administered to both tour operators and tourists. The research reveals a significant positive correlation between the implementation of sustainability practices by tour operators and increased tourist loyalty. Tourists who perceive strong environmental commitments from operators are more likely to exhibit repeat behavior and become advocates, sharing their positive experiences with others. Key findings indicate that tourists are influenced by the authenticity and effectiveness of sustainability measures, as well as their alignment with personal environmental values. These factors contribute to heightened loyalty and advocacy, demonstrating that sustainability practices play a crucial role in shaping long-term tourist relationships and enhancing the reputation of tour operators. The study’s results highlights the importance of integrating comprehensive environmental sustainability strategies into tourism practices. This research contributes to the broader understanding of how sustainability influences tourist behavior, offering insights that can guide tour operators and policymakers in fostering sustainable tourism.

Date: 2024
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