Abstract

• The main objectives of the study are to identify destination service quality dimensions at Ngwe Saung Beach, to analyze the effect of destination service quality on tourists satisfaction, and to analyze the effect of tourists satisfaction on destination loyalty. A sample of 384 tourists visiting Ngwe Saung Beach was gathered by using a systematic sampling method on a specific day in May 2024. Both descriptive statistics and regression analysis were employed to analyze the data. The results indicate that human elements, environmental factors, and technical quality have the positive effect on tourists satisfaction. Tourists satisfaction show a strong positive effect on destination loyalty. Therefore, stakeholders at Ngwe Saung Beach should focus on human elements through staff training, strengthening environmental conservation efforts, upgrading technical facilities, improving accessibility and signage, reinforcing safety measures, and diversifying tourists experiences.