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Understanding tourism loyalty: Horizontal vs. destination loyalty

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  • Almeida-Santana, Arminda
  • Moreno-Gil, Sergio

Abstract

Tourism loyalty is a key topic that has been covered in literature mainly from a very homogenous perspective. This study analyses horizontal loyalty (consumer's loyalty divided among several destinations), and explains the background factors that affect this behaviour (cognitive, affective and overall destination image; information sources; motivations; socio-demographic characteristics; previous behaviour; conative loyalty). The paper also identifies the differences between the explanatory factors of horizontal loyalty and one-single-destination loyalty. Applying a comprehensive analysis with 6964 tourists from 17 European countries in the context of Canary Islands (Spain), the study provides interesting recommendations for destinations with a view to better designing marketing activities and improving their coopetition strategies and competitiveness.

Suggested Citation

  • Almeida-Santana, Arminda & Moreno-Gil, Sergio, 2018. "Understanding tourism loyalty: Horizontal vs. destination loyalty," Tourism Management, Elsevier, vol. 65(C), pages 245-255.
    • Handle: RePEc:eee:touman:v:65:y:2018:i:c:p:245-255
    DOI: 10.1016/j.tourman.2017.10.011
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