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Loyalty Measurement in Tourism: A Theoretical Reflection

  • Ana María Campón
  • Helena Alves
  • José Manuel Hernández
Chapter

Abstract

A successful marketing strategy must focus not only on winning new customers but also on maintaining the loyalty of hard-won existing ones. The relational approach to marketing sets customer loyalty as a strategic objective, given that many firms have come to realize the economic importance of a loyal customer base. Operationalizing the construct of loyalty in the tourism industry is fraught with difficulties. Researchers have chosen to use a wide variety of conceptualizations in their causal models of the determinants of loyalty in tourism. The aim of this study is to examine the treatment and the operationalization of the loyalty construct in tourism, based on the results of several studies found in its literature review. The research that has been examined focuses on what produces loyalty to destination, accommodation, and other tourism products of interest, and that was published in the form of either scientific articles or Spanish and international doctoral theses. The fundamental research question is, therefore, to find out how to measure loyalty on the basis of those elements that generate value for the tourist at the destination level.

Keywords

Behavioral Intention Tourism Industry Customer Loyalty Relationship Marketing Tourism Sector 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer-Verlag Berlin Heidelberg 2013

Authors and Affiliations

  • Ana María Campón
    • 1
  • Helena Alves
    • 2
  • José Manuel Hernández
    • 1
  1. 1.Department of Business Management and SociologyUniversity of ExtremaduraCáceresSpain
  2. 2.Department of Management and EconomicsUniversity of Beira InteriorCovilhãPortugal

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