From satisfaction to loyalty: understanding future behavioural intentions of tourists in Kamrup, Assam

Tourist satisfaction is a key determinant of future behavioural intentions, including destination loyalty, revisit intention, and willingness to pay, particularly in emerging destinations where sustainable tourism relies on repeat visitation and positive word-of-mouth. This study investigates these relationships in Kamrup district, Assam, a prominent cultural and natural tourism hub in Northeast India, using primary data collected from domestic and foreign tourists visiting major sites in Kamrup Metro and Rural areas. Findings indicate generally high tourist satisfaction across both districts, with religious and natural sites receiving the highest ratings, while cultural and historical sites require targeted improvements. Overall satisfaction is positively associated with destination image and loyalty, particularly in rural areas, but shows minimal impact on willingness to pay, with most tourists preferring only small price increases. The study provides actionable insights for policymakers and destination managers to enhance satisfaction, strengthen loyalty, and promote sustainable tourism development in Kamrup district.