Tourists’ Loyalty towards a Tourism Destination: The Case of KwaZulu-Natal in South Africa

Abstract

This study explores tourists’ loyalty to the province of KwaZulu-Natal in South Africa, as a tourism
destination. A structured questionnaire survey of 411 domestic and international tourists in this destination
provided data for analysis. Results from descriptive, bivariate and multivariate data analyses indicate that
tourists were highly satisfied with their visit, and many of them especially those on return visit, indicate loyalty
to KwaZulu-Natal destination. Domestic tourists are more loyal to the destination than international tourists;
therefore, efforts should be made by Tourism KwaZulu-Natal - the Destination Management Organisation to
try to enhance international tourists’ loyalty to the destination.