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Building Customer Loyalty in Rural Destinations as a Pre-Condition of Sustainable Competitiveness

Author

Listed:
  • Kateřina Ryglová

    (Faculty of Business, Mendel University in Brno, 631 00 Brno, Czech Republic)

  • Ida Rašovská

    (Faculty of Business, Mendel University in Brno, 631 00 Brno, Czech Republic)

  • Jakub Šácha

    (Faculty of Business, Mendel University in Brno, 631 00 Brno, Czech Republic)

  • Vanda Maráková

    (Faculty of Economics, Matej Bel University, 975 90 Banska Bystrica, Slovakia)

Abstract

The paper is dedicated to the issues of rural tourism with regard to the visitor’s loyalty towards the destination in a sustainable development context. Particularly, the findings of the research focused on exploring mutual relations among quality dimensions of the rural destination, overall satisfaction of the visitor, and his or her loyalty towards the destination are presented. A structural model was used to explore the relations among quality dimensions, overall satisfaction, and loyalty in the specific environment of the Czech Republic (inland European country, EU member, until 1989 a socialist country, nearly 93% municipalities with fewer than 3000 inhabitants). The research results allow deeper understanding of the visitor’s behavior and the factors influencing the loyalty towards the destination. The significance order of the dimensions according to their direct influence on the required loyalty towards the destination, i.e., coming back to the destination and spreading positive references to the destination, is as follows: 1. well-being, 2. image, 3. services. We conclude that overall satisfaction directly influences loyalty towards the destination.

Suggested Citation

  • Kateřina Ryglová & Ida Rašovská & Jakub Šácha & Vanda Maráková, 2018. "Building Customer Loyalty in Rural Destinations as a Pre-Condition of Sustainable Competitiveness," Sustainability, MDPI, vol. 10(4), pages 1-11, March.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:4:p:957-:d:138058
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    References listed on IDEAS

    as
    1. Wu, Chih-Wen, 2016. "Destination loyalty modeling of the global tourism," Journal of Business Research, Elsevier, vol. 69(6), pages 2213-2219.
    2. Yuksel, Atila & Yuksel, Fisun & Bilim, Yasin, 2010. "Destination attachment: Effects on customer satisfaction and cognitive, affective and conative loyalty," Tourism Management, Elsevier, vol. 31(2), pages 274-284.
    3. Lee, Sangjae & Jeon, Sungil & Kim, Doyoung, 2011. "The impact of tour quality and tourist satisfaction on tourist loyalty: The case of Chinese tourists in Korea," Tourism Management, Elsevier, vol. 32(5), pages 1115-1124.
    4. Assaker, Guy & Vinzi, Vincenzo Esposito & O’Connor, Peter, 2011. "Examining the effect of novelty seeking, satisfaction, and destination image on tourists’ return pattern: A two factor, non-linear latent growth model," Tourism Management, Elsevier, vol. 32(4), pages 890-901.
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