Sustainable Tourism Dynamics at Kakrebihar: A Comprehensive Evaluation of Visitor Satisfaction and Loyalty within Archaeological and Forest Preserves

Abstract

This research explores the dynamics of sustainable tourism at Kakrebihar, an archaeological site and forest preserve in Nepal, by examining the connections between sustainable tourism practices (STP), destination attributes (DA), visitor experience quality (VEQ), visitor satisfaction (VS), and visitor loyalty (VL). A quantitative approach rooted in the positivist paradigm was employed, with data collected through a survey of 407 visitors. Structural equation modeling (SEM), along with confirmatory factor analysis (CFA) and exploratory factor analysis (EFA), was used for data analysis. The results show significant positive correlations between STP, VEQ, and DA with VS, yielding path coefficients of 0.103, 0.382, and 0.283, respectively. VEQ emerged as the most influential factor in enhancing visitor satisfaction, highlighting the critical role of enriching visitor experiences. Furthermore, VS was identified as a key driver of VL, with a path coefficient of 1.362, suggesting that satisfied visitors are more inclined to return and recommend the site. These outcomes emphasize the role of sustainable tourism practices, destination appeal, and visitor experience in cultivating both satisfaction and loyalty. The study offers valuable insights for stakeholders, underlining the importance of effective tourism management to protect Kakrebihar's archaeological and ecological resources while promoting sustainable growth.