Effects of Resort Service Quality, Location Quality and Environmental Practices on the Loyalty of Guests within the Malaysian Ecotourism Industry

This research investigated the effects of resort service quality, location quality and environmental practices on the loyalty of guests. Data were collected from 529 guests of river and lake resorts in Peninsular Malaysia. Partial least square technique was used in analysing the data. Results indicate that guest loyalty is affected by the quality of service and location of resorts, as well as their environmental practices. These results suggest that well-trained staff, prompt service and sufficient information on the tourism attributes of the resort are crucial to providing guests with high-quality service. The findings are useful for policymakers and resort managers in terms of enhancing the understanding of the combined effects of resort service quality, location quality and environmental practices on guest loyalty. With regard to its theoretical contribution, this study has extended the previous research on the effects of environmental practices on customers’ decisions by advancing the understanding of the relationship between resort environmental practices and guest loyalty.