Citation:

Johan Kondrollochis, Mohamad Idrakisyah. "Satisfaction as the Engine of Loyalty: A PLS-SEM Study of Chinese Tourists in Malaysia" International Research Journal of Economics and Management Studies, Vol. 4, No. 10, pp. 67-74, 2025. Crossref. http://doi.org/10.56472/25835238/IRJEMS-V4I10P110

Abstract:

This study examines how Destination Image (DI), Destination Service Quality (DSQ), and Perceived Value (PV) shape Destination Loyalty (DL) among Chinese tourists in Malaysia, with tourist satisfaction (TS) specified as a mediator. A cross-sectional survey yielded 374 usable questionnaires. Measurement quality was established prior to hypothesis testing (reliability and validity checks), and the structural model was estimated using PLS-SEM with bootstrapping. The model explains substantial variance in both TS (R² = 0.648) and DL (R² = 0.782), with acceptable global fit (SRMR = 0.056) and strong predictive relevance for DL (Q² = 0.534). TS is the strongest direct predictor of DL (β = 0.45, p < .001), and it partially mediates the effects of DI, DSQ, and PV on DL, with variance accounted for (VAF) ranging from 39% to 61%. PV also retains a meaningful direct path to DL, highlighting the role of perceived fairness and value communication in driving revisit intentions and recommendations. Overall, the findings clarify satisfaction’s role as the primary conduit through which image, service quality, and value convert into loyalty, while showing that value contributes both directly and indirectly. The study contributes empirical evidence from a key Asian source market–destination pairing and offers practical guidance on expectation alignment, frontline service empathy, and transparent value signalling to strengthen loyalty outcomes.

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Keywords:

Destination loyalty; Tourist satisfaction; Destination image; Destination service quality; Perceived value; Chinese tourists; Malaysia; PLS-SEM.