This study investigates the formation of tourist loyalty in rural destinations through an empirical examination of the structural relationships between marketing communications, tourist expectations, and satisfaction. The primary objectives encompass conceptualizing destination loyalty, analyzing the interrelationships between loyalty model components, and developing strategic recommendations for enhancing tourist loyalty in rural tourism contexts.

Using a quantitative cross-sectional design, data were collected from 250 tourists visiting rural areas of Shahroud County during summer 2023, employing Lee and Wine's standardized questionnaire. The sampling procedure utilized simple random sampling, and data analysis was conducted through Partial Least Squares Structural Equation Modeling (PLS-SEM).

The findings reveal significant direct effects of marketing communications activities on tourist expectations (β=0.342), destination satisfaction (β=0.418), and destination loyalty (β=0.325). Tourist expectations demonstrated positive influences on both satisfaction (β=0.312) and destination loyalty (β=0.454), while satisfaction exhibited a direct effect on destination loyalty (β=0.254). These results underscore the critical role of effective marketing communications in shaping positive expectations and enhancing tourist satisfaction, ultimately contributing to destination loyalty formation. The study emphasizes the importance of strategic marketing planning and quality service delivery in rural tourism contexts.