THE IMPACT OF SUSTAINABLE TOURISM SUPPLY CHAINS ON CUSTOMER LOYALTY IN HAINAN

Abstract

This study explores the relationship between customer satisfaction and loyalty within the sustainable tourism supply chain in Hainan Province, constructing a structural equation model to analyze relevant factors. With the promotion of sustainable development strategies in Hainan Free Trade Port, the local tourism industry faces both opportunities and challenges, particularly in resource integration and enterprise collaboration. Key constructs—including sustainable tourism supply chains, service quality, perceived value, customer satisfaction, and customer loyalty—are defined and their interrelations analyzed. A mixed-methods approach is employed, surveying approximately 300 upstream and downstream tourism supply chain enterprises among over 2,433 total across Hainan’s 20 cities and counties. The research aims to provide theoretical support and practical guidance for improving customer satisfaction and loyalty, thereby promoting sustainable economic development.