Rural and Urban Land Tourism and Destination Image: A Dual-Case Study Approach Examining Energy-Saving Behavior and Loyalty

Although the significance of destination image is acknowledged, its effect on tourist reactions, especially energy-saving behavior, remains unknown. This research aimed to explore behavior (TESB) and loyalty (TL) in a rural land context by using cognition-affect-behavior (CAB) model. The findings indicated: (1) positively directly influenced TESB TL; (2) relationship quality variables, i.e., satisfaction trust, separately mediated associations with (3) cross-validation approach urban cases documented support for findings. study extends literature introducing CAB model examine loyalty. It offers guidance reference tourism practitioners promote through enhancement quality.