An Investigation of a Loyalty Typology and the Multidestination Loyalty of International Travelers
Author: Baloglu S.
Source: Tourism Analysis, Volume 6, Number 1, 2001 , pp. 41-52(12)
Publisher: Cognizant Communication Corporation
Conceptualization and measurement of loyalty based on behavioral and attitudinal dimensions have resulted in a loyalty typology including four levels: high, latent, spurious, and low. This study investigates the usefulness of this typology for international tourist destination behavior with respect to behavioral (actual visit and intentional loyalty) and attitudinal (cognition and affect) dimensions. This study also extends previous loyalty research in travel and tourism by taking multidestination loyalty into consideration. The results revealed four distinct loyalty levels: high loyalty, latent loyalty, and low loyalty, which included two distinct levels (natural switchers and experiential switchers), whereas the spurious loyalty group was not supported. The findings provide implications for conceptualizing destination loyalty in terms of multidestination loyalty and international travel behavior. The distinct behavioral and attitudinal characteristics of four loyalty types coupled with demographic and information source differences provide important practical implications of segmentation and communication strategy for international tourist destinations.
Document Type: Research article
Publication date: 2001-01-01
- The aim of Tourism Analysis is to promote a forum for practitioners and academicians in the fields of Leisure, Recreation, Tourism, and Hospitality (LRTH). As a interdisciplinary journal, it is an appropriate outlet for articles, research notes, and computer software packages designed to be of interest, concern, and of applied value to its audience of professionals, scholars, and students of LRTH programs the world over.