Understanding the dynamics of destination loyalty: a longitudinal investigation into the drivers of revisit intentions

Chunxiao Li, Xingyang Lv and McCabe Scott

Current Issues in Tourism, 2023, vol. 26, issue 2, 323-340

Abstract: Despite much previous research, gaps remain in our understanding of why satisfied tourists with positive destination images do not revisit favoured destinations. Recent research proposes sensory impressions as a complementary determinant of revisit intentions alongside destination image. This study initially compares how these two drivers influence changes in tourist behavioural loyalty over time, especially after the trip. Through a combination of a longitudinal field experiment and a survey, the studies found that a natural decline in willingness to revisit over time was largely associated with a fast fade-out of sensory impressions. Furthermore, we examined the effects on tourists with differing levels of experience, finding that for tourists who have visited several times, only sensory impressions play a significant role in willingness to revisit. Implications for tourism and hospitality industry recovery after the COVID-19 outbreak are outlined.

Date: 2023
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DOI: 10.1080/13683500.2021.2012433

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