Destination Loyalty in Relation to Tourists’ Perceived Value and Destination Trust

Aladin Ibrahim; Isabel C.  Agreda; Charisse Y.  Koh; Sheena Mae A.  Brillantes; Georgia Mae  Kawari

Aladin Ibrahim Joji Ilagan International School of Hotel and Tourism Management
Isabel C. Agreda Joji Ilagan International School of Hotel and Tourism Management
Charisse Y. Koh Joji Ilagan International School of Hotel and Tourism Management
Sheena Mae A. Brillantes Joji Ilagan International School of Hotel and Tourism Management
Georgia Mae Kawari Joji Ilagan International School of Hotel and Tourism Management

Keywords: loyalty;, perceived value, trust, ecotourism, destination

Abstract

This study analyzed the relationship between perceived value, destination trust, and destination loyalty among tourists in the ecotourism destinations in South Cotabato Province, Philippines, using a survey method. Frequency, percentage, weighted mean, and Pearson product-moment correlation were used to analyze the data. The findings showed that tourists perceived that they get a very high value from their visit to the ecotourism destinations, and expressed a very high level of trust and loyalty towards the destinations. The result further showed that perceived value and destination trust are significantly related to the tourists’ loyalty to the destination. This research is primarily significant as it will serve as an addition to the limited local literature available in the area.