THE MODERATING EFFECT OF ECONOMIC VIABILITY BETWEEN SUSTAINABLE TOURISM DIMENSIONS AND TOURIST SATISFACTION IN ETHIOPIA USING PARTIAL LEAST SQUARES
Abstract
Visitors' contentment is essential to the development of sustainable tourism and economic development. In order to examine the moderating role of economic value between environmental sustainable tourism, a destination's local prosperity, socio-cultural issues, and the sustainability and satisfaction of tourists, this study was conducted using empirical research design. 382 valid replies for the current investigation were used for further analysis. Overseas travellers were asked to fill the questionnaires at Harar, Gondar, Bahardar and Dire Dawa that are the Ethiopia's most popular tourist destinations. The proposed hypotheses were tested using partial least squares (PLS) after careful screening of the data. Results from this study show that economic ability is an important moderator of local prosperity, environmental sustainability, socio-cultural stability and tourist satisfaction. As a result, the nation's economy must be strengthened in order to provide a healthy environment and a positive visitor experience, both of which appear to be directly linked.
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