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