Investigating Tourists’ Revisit Proxies: The Key Role of Destination Loyalty and its Dimensions

Nikolaos Stylos, Victoria Bellou

Research output: Contribution to journalArticle (Academic Journal)peer-review

11 Citations (Scopus)
194 Downloads (Pure)

Abstract

Literature in tourism marketing has focused on understanding tourists’ revisit patterns, mostly through its proxies (i.e. destination loyalty, past visitation, intention to revisit). Interestingly, however, consensus has not been reached yet, regarding not only the distinctiveness of these proxies but also their interrelationships. This study hypothesizes the impact of past visitation, along with holistic image and subjective norms, on tourists’ intention to revisit directly, and via destination loyalty, expecting place attachment to serve as key moderator. Additionally, since research remains quite vague in terms of the destination loyalty components and their operationalization, this study tests other than the baseline model, a competing one, in which we replace destination loyalty construct with two of its main components, namely destination commitment and intention to recommend. Evidence coming from 1292 British tourists visiting Crete, Greece, verifies the distinctiveness of the three proxies and identifies the superior explanatory power of the competing model.
Original languageEnglish
Pages (from-to)1123-1145
Number of pages23
JournalJournal of Travel Research
Volume58
Issue number7
DOIs
Publication statusPublished - 1 Sep 2019

Keywords

  • destination loyalty
  • destination commitment
  • intention to recommend
  • intention to revisit
  • holistic image
  • place attachment

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