EuroEconomica, Vol 38, No 2 (2019)

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

Ikechukwu Onyekwere Ezeuduji, Pamela S. Mhlongo


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.


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