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The Impact of Online Presence on Loyalty: A Quantitative Study in the Context of Urban Tourism

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  • Plamen Yankov

    (Department of Marketing, University of Economics-Varna, Bulgaria)

Abstract

Online presence is widely recognized as a strategic factor in digital marketing, particularly in the context of urban tourism. However, its direct impact on customer loyalty has not been extensively tested using structural modeling approaches. This study investigates the relationship between online presence and customer loyalty through a quantitative approach. A questionnaire survey was conducted among 235 managers and owners of accommodation properties operating in urban tourism destinations. The data were analyzed using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM), applying the Diagonally Weighted Least Squares (DWLS) estimation method, suitable for ordinal data. The CFA results confirmed good model fit and construct reliability. Commonly reported model fit indices—such as X*X/df, CFI, TLI, RMSEA, and SRMR—met or exceeded the recommended thresholds, indicating acceptable model fit. All standardized factor loadings were statistically significant and exceeded commonly accepted thresholds, supporting good construct validity. SEM analysis showed that online presence has a statistically significant and positive effect on customer loyalty (β = 0.619, p

Suggested Citation

  • Plamen Yankov, 2025. "The Impact of Online Presence on Loyalty: A Quantitative Study in the Context of Urban Tourism," Business & Management Compass, University of Economics Varna, issue 2, pages 24-36.
    • Handle: RePEc:vrn:journl:y:2025:i:2:p:24-36
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    File URL: https://bi.ue-varna.bg/ojs/index.php/bmc/article/view/117/29
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    More about this item

    Keywords

    Urban tourism; online presence; loyalty; CFA; SEM; JASP;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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