Segmentation of Repeat Visitors with the Help of Passive Mobile Positioning

Andres Kuusik and Margus Tiru

Chapter Chapter Six in Tourism Management, Marketing, and Development, 2014, pp 113-131 from Palgrave Macmillan

Abstract: Abstract Since the 1980s the emphasis of marketing strategies has shifted to long-term relationships (Gummesson, 1999). The increasing number of destination alternatives and thus competition for market share requires also destination managers to think about customer retention and how to encourage customers to keep returning. The study by Wang (2004) revealed that repeat visitors spend more money than first-time visitors. Oppermann (1999) has added that having knowledge of the amount and type of loyal tourists helps to forecast total demand, design infrastructure, and create positioning strategy. Several authors (Buttle, 2004; Oppermann, 2000; Petrick, 2004, etc.) have pointed out that repeat visitation indicates a customer’s positive attitude, which leads to positive word-of-mouth (WoM).

Keywords: Brand Equity; Customer Loyalty; Affective Loyalty; Call Activity; Brand Loyalty (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-35435-8_7

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DOI: 10.1057/9781137354358_7

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