Analysis of the impact of length of stay on the quality of service experience, satisfaction and loyalty

• Autores: Carmen Pérez Cabañero, Amparo Cervera Taulet, María Walesska Schlesinger Díaz
• Localización: International review on public and nonprofit marketing: official publication of the International Association on Public and Nonprofit Marketing, ISSN 1865-1984, Vol. 14, Nº. 2, 2017, págs. 253-268
• Idioma: inglés
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• Resumen

  • Although length of stay is a relevant variable in destination management, little research has been produced connecting it with tourists’ post-consumption behaviour. This research compares the post-consumption behaviour of same-day visitors with overnight tourists in a sample of 398 domestic vacationers at two Mediterranean heritage-and-beach destinations. Although economic research on length of stay posits that there are destination benefits in longer stays, same-day visitors score higher in most of the post-consumption variables under study. Significant differences arise in hedonic aspects of the tourist experience and destination loyalty. Thus, we propose that length of stay can be used as a segmentation variable. Furthermore, destination management organisations need to consider length of stay when designing tourism policies. The tourist product and communication strategies might be adapted to different vacation durations.