Title

The Value of Destination Loyalty: Myth or Reality?

Keywords

destination loyalty, repeat visitaion, expenditures

Abstract

Given the growing appeal of the concept of destination loyalty in tourism marketing, it is highly important to investigate the travel expenditures of loyal vs. non- or less loyal visitors. Adopting the behavioral approach to loyalty, this study examines the spending patterns of visitors to Kissimmee-St. Cloud, while comparing between the different loyalty segments: no previous visit, one previous visit, and multiple visits. The analysis is based on an intercept survey conducted by the Kissimmee-St. Cloud Convention and Visitors Bureau∗ (KSCVB, 2006), which yielded a sample of 4,301 visitors. In contrast to the prevalent concept, the results show that first timers spend more than the more loyal segments, both in per-trip and per-day total expenditures. However, the loyalty segments are distinguished in their spending patterns at the destination, when first timers spend more on lodging, food and restaurants, and car rental, and the those with one or more previous visits spend more on gasoline, activities and entertainment, and shopping. The paper ends with an assessment of the contribution of the findings both to the literature on loyalty and to tourism destination marketers.

Publication Date

1-13-2010

Original Citation

Croes, R., Shani, A., Walls, A. (2010). The value of destination loyalty: Myth or reality? Journal of Hospitality Marketing and Management. 19(2), 115-136.

Number of Pages

115-136

Document Type

Paper

Language

English

Source Title

Journal of Hospitality Marketing and Management

Volume

19

Issue

2

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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http://dx.doi.org/10.1080/19368620903455252

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