Research on loyalty in tourism is becoming an area particularly relevant in the design of strategies for the tourism industry oriented towards creating and continuing tourist relationships. In this context, we conducted a literature review on loyalty conceptualization in the context of tourism and focused on the main background - tourist complaints, tourist satisfaction, perceived value, service quality, and destination image. The empirical results of this study on factors influencing tourist loyalty, including the direct effect of perceived value and tourist satisfaction, have a positive relationship to tourist loyalty and tourist complaints have a negative relationship to tourist loyalty: constituting the indirect effect of destination image and service quality on tourist loyalty through perceived value and tourist satisfaction.