Examining Interrelationships among Tourists Guides’ Professional Competencies, Service Quality, Satisfaction, Loyalty, Destination Image and Tourism Sustainable Development

Abstract

The tourism industry serves as a fundamental pillar within economies worldwide. In the face of escalating competitiveness, fostering sustainable tourism development emerges as a crucial strategy. Consequently, this study endeavours to scrutinize the intricate connections among tourist satisfaction, service quality, professional competencies, tourist loyalty, destination image, and the promotion of sustainable tourism. A sample of 624 tourists was selected through simple random sampling, yielding a commendable response rate of 98.3%. Employing Structural Equation Modelling (SEM) with Partial Least Squares (PLS-SEM V.4), the study explores the relationships between the variables and tests the formulated research hypotheses. The findings of the SEM analysis elucidate the positive and significant influence of tourist guides' professional competencies on the sustainable development of tourism. Additionally, the outcomes underscore the pivotal roles of professional competencies in shaping tourist satisfaction and service quality, with service quality further influencing tourist loyalty and destination image. These findings offer valuable insights to inform decision-makers and planners, aiding in the formulation of strategies aligned with the United Nations' sustainability objectives when orchestrating destination planning initiatives.