Abstract
This study develops and tests an integrative model of destination loyalty to tourist hotspot destinations. The study highlights the role of perceived destination adaptation and psychological reactive behaviors in determining tourist satisfaction and loyalty. The model was tested using data collected from 582 respondents who had recently visited one of the “overcrowded” Mediterranean coastal tourism destinations. Findings suggest that perceived destination adaptation negatively influences tourist satisfaction and positively influences reactive behaviors of approach, avoidance, and tolerance. Approach and avoidance behaviors predict assessed crowding levels and tourist satisfaction. Tourists’ tolerance levels on assessed crowding was insignificant. Assessed crowding levels negatively affect tourist satisfaction and intentions to revisit and recommend the destination while positively influencing objections to revisit and recommend the destination. Concomitantly, overtourism awareness moderated the effect of assessed crowding levels on tourist satisfaction and intentions to revisit and recommend the destination. Theoretical and managerial implications are discussed.