How Does Perceived Value, Customer Expectations and Trust Affect Travellers’ Loyalty. Case Study On 3- And 4-Stars Hotels in Durres, Albania

The tourism industry is highly competitive, and sustaining customer loyalty is crucial for the success of businesses within this sector. In the dynamic and competitive landscape of the tourism industry, understanding the factors that influence customer loyalty is crucial for sustainable business success. This study explores the interplay between perceived value, customer expectations, trust, and their collective impact on customer loyalty within the context of the tourism industry. This reserch is focused on the Albanian tourism industry, especially in 3- and 4-stars hotels that operate in the city of Durres. Statistical tests included descriptive statistics, internal consistency, reliability, validity, correlation, and regression were conducted to determine the relationship and to validate the study. The survey for this study has been applied to 580 tourist that has been accommodated in different hotels of 3 and 4 stars in Durres, from May to September 2023. The study found that there is a positive relationship between perceived value and customer loyalty, customer expectation and customer loyalty, trust and customer loyalty. All those variables are considered predecessors of customer loyalty. By examining these interrelationships, this research contributes valuable insights to the tourism industry, helping hotels in Durres to understand the dynamics that drive customer loyalty in the development of long-term loyalty to contribute to the sustainability and success of their businesses in this competitive industry.