Segmenting Destination Loyalty in Mature Tourism Destinations: Satisfaction as a Mediator and Visit Frequency as a Boundary Condition

Abstract

This study examines structural heterogeneity in destination loyalty formation in a mature tourism destination by investigating whether visit frequency conditions the relationships among perceived destination attribute salience, primary travel motivations, tourist satisfaction, and destination loyalty. Using an analytical sample of 37,781 international tourists from the Canary Islands Tourist Expenditure Survey, the proposed framework was assessed through covariance-based structural equation modelling (CB-SEM) and multigroup analysis. Perceived destination attribute salience was represented by four empirically retained dimensions, whereas primary travel motivations were modelled as observed categorical exogenous variables relative to an empirical reference category. Tourist satisfaction and destination loyalty were specified as latent constructs, with loyalty capturing both intention to return and willingness to recommend. Measurement invariance analysis supported metric and partial scalar invariance across frequent and non-frequent visitors, providing a basis for comparing structural relationships between the two groups. Results show that tourist satisfaction is strongly and positively associated with destination loyalty in both groups, although the magnitude of this relationship differs significantly between them. The associations linking destination attributes and primary travel motivations to satisfaction and loyalty also vary according to previous visitation. Cross-group tests indicate significant moderation by visit frequency across all motivation–loyalty relationships and for the Natural and Cultural Experience–loyalty relationship. Moreover, indirect-effect comparisons reveal moderated mediation through tourist satisfaction for Natural and Cultural Experience, Sun and Beach, and the Fun, Family, Rest, and Exploration motivations. These findings indicate that the structural pathways associated with destination loyalty are not homogeneous across levels of previous visitation. The study contributes to destination loyalty research by jointly examining direct, mediated, and visit-frequency-conditioned relationships within a unified structural framework. From a managerial perspective, the results support differentiated strategies for frequent and non-frequent visitors while emphasizing tourist satisfaction as a central correlate of destination loyalty.