Empirical evidence of tourist satisfaction and loyalty in the case of Bucharest—A partial least squares structural equation modelling approach

Abstract Tourist satisfaction (TS), tourist loyalty (TL), the decision to revisit a destination and the choice to recommend it to acquaintances can have a decisive influence on inbound tourist flows. These influencing factors are closely related to tourist behaviour. The main objective of this study was to investigate TS and loyalty of both foreign and Romanian tourists in Bucharest, by testing under‐examined and new variables. The hypotheses and conceptual research model were based on the following antecedents and consequences of TS: tourists' expectations and travel motivations (TEM), destination authenticity and infrastructure quality, destination safety (DS), tourists' emotions (TE) and TL. The analysis was unique in testing the effect of novelty‐seeking tourists' desire to extend their stay on their expectations and motivations. The mediating effect of TE on the relationship between satisfaction and loyalty was also tested for the first time. Data were collected using a 24‐item online questionnaire. The data were modelled with partial least squares structural equation modelling. Based on 122 valid responses processed with SmartPLS software, the results confirm most of the research hypotheses. The findings reveal that tourists' desire to extend the length of stay on their expectations and motivations has the highest statistical contribution to TEM. Furthermore, a statistically insignificant relationship between DS and TS was identified. The findings are useful for all stakeholders of tourism development in Bucharest.