Abstract:
In the diverse landscape of the tourism industry, backpacker tourism emerges as a distinct
niche, characterized by its unique culture, preferences, and economic impact. This research
aims to study the factors influencing backpacker satisfaction and loyalty at the Anuradhapura
heritage site in Sri Lanka, aiming to distinguish how various destination attributes influence
satisfaction and loyalty. Using a quantitative research approach, this study deployed a
structured questionnaire to a sample of 174 international backpackers, selected through
purposive sampling. According to the results of Pearson correlation, multiple linear
regression, and mediation analysis, the study revealed that value for money, destination
attractiveness, and quality of accommodation significantly predict satisfaction, which in turn
mediates the influences of those destination attributes on loyalty. The findings emphasize the
need for destination marketers to consider economic and visual appeal in their business and
marketing strategies. Theoretically, the study provides important insights into backpacker
tourism behaviour by demonstrating how satisfaction mediates the influence of destination
attributes on destination loyalty. Practically, this understanding aids destination management
companies in formulating and implementing strategies that enhance backpacker satisfaction
and loyalty.
