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Testing Different Loyalty Types in a Destination

Author

Listed:
  • Marina Laškarin Ažić

    (University of Rijeka, Faculty of Tourism and Hospitality Management Opatija)

  • Jasmina Dlačić

    (University of Rijeka, Faculty of Economics and Business)

  • Vlado Galičić

    (University of Rijeka, Faculty of Tourism and Hospitality Management Opatija)

Abstract

Purpose – The purpose of this study is to explore three different loyalty types (loyalty to accommodation provider, destination loyalty, loyalty to the style of holiday) and how they are related to tourist satisfaction and experience motivation. Design/methodology/approach – Data were collected in the Opatija Riviera, Croatia, using an on-site survey. In total, 169 useful questionnaires were subjected to further analysis. Since this study develops a new model, exploratory factor analysis (EFA) was performed first, followed by structural equation modeling (SEM) using the partial least square method. Findings and implications – This study found that, among three loyalty types, overall satisfaction has the highest influence on loyalty to the style of holiday. Furthermore, this study revealed an important role of loyalty to the accommodation service provider in predicting destination loyalty. Limitation – The study has several limitations: (1) the research was limited to only one destination over a relatively short period of time; (2) some potentially important controls, e.g. income, education and gender, were neglected; (3) the study provides an explanation of structural relationships without testing potentially important differences on the path level. Originality – This study offers a new perspective of loyalty in the tourism and hospitality business, as these loyalty types have not been connected and tested together to date. It contributes to the existing findings of loyalty research in terms of new insights into tourism research methods, which were previously criticized as uninventive.

Suggested Citation

  • Marina Laškarin Ažić & Jasmina Dlačić & Vlado Galičić, 2020. "Testing Different Loyalty Types in a Destination," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(1), pages 97-112.
    • Handle: RePEc:zag:market:v:32:y:2020:i:1:p:97-112
    DOI: 10.22598/mt/2020.32.1.97
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    References listed on IDEAS

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    1. 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.
    2. Picón-Berjoyo, Araceli & Ruiz-Moreno, Carolina & Castro, Ignacio, 2016. "A mediating and multigroup analysis of customer loyalty," European Management Journal, Elsevier, vol. 34(6), pages 701-713.
    3. Meleddu, Marta & Paci, Raffaele & Pulina, Manuela, 2015. "Repeated behaviour and destination loyalty," Tourism Management, Elsevier, vol. 50(C), pages 159-171.
    4. Chen, Ching-Fu & Chen, Fu-Shian, 2010. "Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists," Tourism Management, Elsevier, vol. 31(1), pages 29-35.
    5. Almeida-Santana, Arminda & Moreno-Gil, Sergio, 2018. "Understanding tourism loyalty: Horizontal vs. destination loyalty," Tourism Management, Elsevier, vol. 65(C), pages 245-255.
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    Cited by:

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    2. Vecchi, Alessandra & Brennan, Louis, 2022. "Two tales of internationalization – Chinese internet firms' expansion into the European market," Journal of Business Research, Elsevier, vol. 152(C), pages 106-127.

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