Mapping Generation Y Tourists’ E-Loyalty: A Sustainable Framework through Hierarchical Structure and Fuzzy Set Theory

Yeneneh Tamirat Negash, Massoud Moslehpour (), Pei-Kuan Lin, Shao-Chun Chiu and Yung-Yen Liu
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Yeneneh Tamirat Negash: Department of Business Administration, Asia University, 500, Lioufeng Rd., Wufeng, Taichung 41354, Taiwan
Pei-Kuan Lin: Department of Business Administration, Asia University, 500, Lioufeng Rd., Wufeng, Taichung 41354, Taiwan
Shao-Chun Chiu: Department of Accounting and Information, Asia University, 500, Lioufeng Rd., Wufeng, Taichung 41354, Taiwan
Yung-Yen Liu: Department of Business Administration, Asia University, 500, Lioufeng Rd., Wufeng, Taichung 41354, Taiwan

Sustainability, 2021, vol. 13, issue 9, 1-22

Abstract: Generation Y (Gen Y) travel spending is set to soar and has enormous implications for hospitality firms’ economic sustainability. However, previous studies have failed to examine the hierarchical interrelationship between e-loyalty attributes in the presence of a hierarchical structure and linguistic preferences. Consequently, the purpose of this paper is to identify a list of e-loyalty attributes and to examine each attribute’s importance to Gen Y consumers’ e-loyalty intentions in the context of tourism. Drawing on an ad hoc survey of 230 graduate students in Taiwan, the study employs exploratory factor analysis to analyze the method’s validity and reliability. Furthermore, 30 Gen Y consumers are invited to evaluate the identified measures using fuzzy linguistic scales. The fuzzy set theory is then employed to translate the qualitative responses into crisp values. The decision-making trial evaluation laboratory is used to understand the interrelationships between the e-loyalty attributes. The empirical findings reveal that trust, utilitarian features, and hedonic features all play essential roles in Gen Y tourists’ e-loyalty. In addition, perceived enjoyment, website competency, emotional connection, candid and authentic site information, and delightful experiences are crucial factors in the formation of customer e-loyalty. Both theoretical and managerial implications are discussed.

Keywords: generation Y; tourism; e-loyalty; factor analyses; fuzzy set theory; decision-making trial evaluation laboratory (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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