The Impact of Psychological and Risk Factors on Tourists’ Loyalty Toward Nature-Based Destinations

Abdullah Al Mahruqi, Ibtisam Al Abri (), T. Ramayah and Lokman Zaibet
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Abdullah Al Mahruqi: Department of Natural Resource Economics, Sultan Qaboos University, Muscat 123, Oman
Ibtisam Al Abri: Department of Natural Resource Economics, Sultan Qaboos University, Muscat 123, Oman
T. Ramayah: School of Management, Universiti Sains Malaysia, Minden 11800, Penang, Malaysia
Lokman Zaibet: Department of Natural Resource Economics, Sultan Qaboos University, Muscat 123, Oman

Tourism and Hospitality, 2025, vol. 6, issue 4, 1-21

Abstract: Tourist loyalty is vital for destination success, fostering repeat visits and positive word-of-mouth. This study explores the psychological and safety-related factors driving tourist loyalty to natural attractions in Oman, a rising destination known for its stability and safety. Using Social Cognitive Theory as a foundation, the research incorporates perceived risk and novelty seeking as key moderating variables. Data were collected via an online survey of 165 international tourists and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings show that attachment, satisfaction, and novelty seeking significantly affect both attitudinal and behavioral loyalty. While perceived value strongly influences behavioral loyalty, its impact on attitudinal loyalty appears more complex, suggesting possible unobserved mediators. Additionally, risk perception and novelty seeking moderate the link between destination familiarity and loyalty, underscoring the role of tourists’ internal evaluations of safety and desire for new experiences. This study advances the limited literature on tourist loyalty in developing countries by integrating psychological and risk-related dimensions. It offers actionable insights for tourism planners and marketers in Oman: emphasizing the country’s safety reputation, improving satisfaction levels, and crafting experiences that blend familiarity with novelty can enhance tourist loyalty and ensure sustained competitiveness in the global tourism market.

Keywords: attitudinal loyalty; behavioral loyalty; psychological factors; risk factors; nature-based tourism; satisfaction; emotional attachment; perceived value; familiarity; Oman (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2025
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