How tourist motivation drives sustained loyalty: a study of push and pull factors in community-based tourism enterprises

Alireza Jalali, Sara Abhari, Mastura Jaafar, Ramo Palalić and Mohd Amirul Nizam bin Paijo

Journal of Enterprising Communities: People and Places in the Global Economy, 2026, vol. 20, issue 5, 1307-1324

Abstract: PurposeThis study aims to examine the role of community-based tourism (CBT) and local enterprise in shaping responsible travel behavior and sustainable loyalty. Through a comprehensive investigation of internal (push) and external (pull) motivational factors, this research delves into how tourists’ desire for self-development, biodiversity knowledge, nature appreciation and cultural engagement contribute to enriched travel experiences and long-term loyalty.Design/methodology/approachUsing a quantitative research approach, data were collected from 505 tourists via structured surveys and analyzed through SmartPLS to uncover the measurable relationships among motivational drivers, visitor experience quality and revisit intention.FindingsThe findings confirm that both Pull–external and Push–internal motivational factors significantly influence tourist experiences in tourism-based communities and foster sustainable tourist loyalty. Moreover, the mediating role of tourist experience reinforces its function as a critical mechanism that translates motivation into meaningful post-visit outcomes such as loyalty, advocacy and responsible behavior.Practical implicationsThe results offer valuable insights for strategic policy making in tourism-based communities by providing a pioneering technique to develop tourist satisfaction and the sustainability of CBT enterprises.Originality/valueThis study extends CBT research by identifying satisfaction as a key mediator and reinforcing the role of loyalty. The findings provide a deeper understanding of how tourism-based community participation and enterprise development within a biosphere reserve can foster meaningful tourist experiences and long-lasting connections to nature and culture. Also, despite the extensive literature on CBT enterprises, their role in tourism and hospitality remains underexplored in this context.

Keywords: Ecotourism; Community-based tourism (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:eme:jecpps:jec-06-2025-0211

DOI: 10.1108/JEC-06-2025-0211

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