Abstract
This paper argues that loyalty research in tourism may need to be reconsidered to account for the unique features of tourism. In particular, it explores three concepts: . vertical loyalty hierarchy where tourists may display loyalty at different tiers in the tourism system simultaneously (i.e. to a travel agent and an airline); . horizontal loyalties, where tourists may be loyal to more than one provider at the same tier the tourism system (i.e. to more than one hotel brand) and; . experiential loyalty or loyalty to certain holiday styles. These ideas are tested through in-depth interviews with a purposive sample of frequent tourists. Vertical and experiential loyalty were supported, while less evidence of horizontal loyalty was noted.
Original language | English |
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Pages (from-to) | 708-734 |
Number of pages | 27 |
Journal | Annals of Tourism Research |
Volume | 39 |
Issue number | 2 |
DOIs | |
Publication status | Published - 1 Apr 2012 |
Keywords
- Consumer behaviour
- Destination
- Loyalty
- Loyalty hierarchy
- Satisfaction
- Tourism
ASJC Scopus subject areas
- Development
- Tourism, Leisure and Hospitality Management