Destination brand attitude and loyalty as factors in revisitation of competitive destinations

• Soyoung Boo ^[1]
  1. [1] George Washington University

     George Washington University

     Estados Unidos

     
• Localización: Tourism review international, ISSN 1544-2721, Vol. 14, Nº. 4, 2010, págs. 163-178
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • The role played by tourist behavior in the context of destination choice is still not entirely understood and calls for investigation into the significance of both tourist attitudes and loyalty in influencing whether a customer may repeatedly visit a destination. The objective of this article is to test a proposed relational model between destination brand attitude and destination brand loyalty, and to examine whether the model applies to specific competitive destinations in a same-destination-brand category. A series of analyses demonstrates that the relational model fits both tested destination categories well and additionally indicates that destination brand attitude does positively impact destination brand loyalty. However, the analyses also revealed that higher positive destination brand attitude does not necessarily lead to increased destination brand loyalty. The author explores the findings of this study in terms of its implications in issues of competition among repeat-visit destinations.