The Influence of Destination Attributes on Backpacker Loyalty: Unveiling the Mediating Role of Satisfaction in Heritage City Anuradhapura, Sri Lanka

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.