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Understanding tourism loyalty: Horizontal vs. destination loyalty

Almeida-Santana, Arminda and Moreno-Gil, Sergio

Tourism Management, 2018, vol. 65, issue C, 245-255

Abstract: Tourism loyalty is a key topic that has been covered in literature mainly from a very homogenous perspective. This study analyses horizontal loyalty (consumer's loyalty divided among several destinations), and explains the background factors that affect this behaviour (cognitive, affective and overall destination image; information sources; motivations; socio-demographic characteristics; previous behaviour; conative loyalty). The paper also identifies the differences between the explanatory factors of horizontal loyalty and one-single-destination loyalty. Applying a comprehensive analysis with 6964 tourists from 17 European countries in the context of Canary Islands (Spain), the study provides interesting recommendations for destinations with a view to better designing marketing activities and improving their coopetition strategies and competitiveness.

Keywords: Horizontal loyalty; Coopetition; Competitiveness; Segmenting; Image; Motivations (search for similar items in EconPapers)
Date: 2018
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