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Integrating transactional and relationship marketing: a new approach to understanding destination loyalty

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Listed:
  • José Manuel Hernández-Mogollón

    (University of Extremadura)

  • Helena Alves

    (University of Beira Interior)

  • Ana María Campón-Cerro

    (University of Extremadura)

  • Elide Di-Clemente

    (University of Extremadura)

Abstract

Studies of factors generating loyalty to tourism destinations have included extensive research into transactional marketing variables, but researchers have neglected relationship variables and, thus, have developed only a partial understanding of loyalty. This study proposes a study model of factors generating destination loyalty – applied specifically to rural tourism –and thereby seeks to enrich the transactional marketing perspective (image, quality and value) with a focus on relationships (trust, attachment and satisfaction). The integration of the transactional and relational submodels are tested as antecedents of overall satisfaction and destination loyalty. The results are based on an online survey of 464 rural tourists. The data were analysed using the partial least squares technique, revealing that transactional models need to be enriched with relationship variables such as trust and attachment. Efforts to improve destinations’ image and their perceived quality are at best a fragmented strategy if relationship variables are not included, as these are clearly important to destination success.

Suggested Citation

  • José Manuel Hernández-Mogollón & Helena Alves & Ana María Campón-Cerro & Elide Di-Clemente, 2021. "Integrating transactional and relationship marketing: a new approach to understanding destination loyalty," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(1), pages 3-26, March.
    • Handle: RePEc:spr:irpnmk:v:18:y:2021:i:1:d:10.1007_s12208-020-00258-z
    DOI: 10.1007/s12208-020-00258-z
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    References listed on IDEAS

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    3. Oliver, Richard L, 1993. "Cognitive, Affective, and Attribute BAses of the Satisfaction Response," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(3), pages 418-430, December.
    4. Xiaoting Chi & Seul Ki Lee & Young-joo Ahn & Kiattipoom Kiatkawsin, 2020. "Tourist-Perceived Quality and Loyalty Intentions towards Rural Tourism in China," Sustainability, MDPI, vol. 12(9), pages 1-18, April.
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    1. repec:bum:cactus:v:3:y:2021:i:2:p:56-63 is not listed on IDEAS
    2. Xiaojuan Rao & Hongliang Qiu & Alastair M. Morrison & Wei Wei & Xihua Zhang, 2022. "Predicting Private and Public Pro-Environmental Behaviors in Rural Tourism Contexts Using SEM and fsQCA: The Role of Destination Image and Relationship Quality," Land, MDPI, vol. 11(3), pages 1-30, March.

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