Drivers of the formation of e-loyalty towards tourism destinations

Eduardo Parra-Lopez, José Alberto Martínez-González and Angel Chinea-Martin

European Journal of Management and Business Economics, 2018, vol. 27, issue 1, 66-82

Abstract: Purpose - The purpose of this paper is to determine the drivers of the formation of e-loyalty in a tourist destination, providing a model composed of variables that are under the control of the firm along with others that are not fully controllable by professionals. Design/methodology/approach - The study was carried out with a sample of 497 subjects, university students and online consumers, and with the use of structural equations (partial least squares). Findings - Results show that young people give a high valuation to all the variables used in the research. These results contribute to the literature on e-loyalty in tourism destinations and improve tourism loyalty in this population segment. Research limitations/implications - The main limitation of this research has been related to the number of variables and measurement indicators that, according to the literature review, influence e-loyalty. Finally, a balanced and statistically significant model has been developed that has practical utility and analyzes online purchase of tourism products from a process perspective that includes variables that are internal and external to the firm. Practical implications - The study suggests that young people have a favourable attitude and predisposition towards e-commerce, which, in turn, favours firms’ efforts to promote consumption and loyalty within the framework of the model’s variables. Originality/value - This research paper has important value by analysing the initiating variables to determine how e-loyalty can be managed in tourist destinations, in addition to analysing an important segment for future tourism development.

Keywords: E-satisfaction; E-commerce; Online reputation; E-loyalty; Website design; Tourism firm (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:eme:ejmbep:ejmbe-11-2017-0050

DOI: 10.1108/EJMBE-11-2017-0050

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