Natural Beauty: Sustainable Destination Image and Tourist Loyalty in Hainan, China

Abstract

Amid growing concerns over sustainable tourism and destination competitiveness, this study examines the influence of sustainable destination image on tourist loyalty in Hainan, China. Grounded in the sustainability perspective, it investigates four dimensions of destination image: social, cultural, environmental, and economic. Using convenience sampling, 412 valid questionnaires were collected and analysed through SPSS and PLS-SEM. Findings reveal that all four dimensions exert significant positive effects on destination loyalty. Environmental destination image demonstrates the strongest influence, followed by cultural, social, and economic destination image. These findings highlight the differentiated contributions of sustainability dimensions to fostering long-term tourist loyalty.