Izvorni znanstveni članak
https://doi.org/10.20867/thm.31.4.8
Heterogeneous determinants of tourists’ loyalty: A comparison between sun and beach and cultural heritage destinations
José María Pérez-Sánchez
; Associate professor, University of Las Palmas de G.C., Department of applied economic analysis, Spain
*
Jorge Pérez-Rodríguez
orcid.org/0000-0002-6738-9191
; Professor University of Las Palmas de G.C., Department of Quantitative Methods in Economics, Spain
* Dopisni autor.
Sažetak
Purpose - This paper proposes to detect the determinants of tourists’ loyalty to accurately model
the asymmetric responses of tourists.
Methodology/Design/Approach - Loyalty is modelled by using an asymmetric Bayesian discrete
choice model in two ways: the willingness to repeat a visit and to recommend a tourism
destination. We use data from two destinations with different motivations to visit: a sun and
beach destination (SBD, Barbados) and a cultural heritage destination (CHD, Ethiopia).
Findings - The main results highlight several aspects. First, for a CHD, the ‘repeat visit pattern’
occurs when previous visits are between two and four; additional visits are less likely to happen.
On the contrary, for a SBD, tourists may establish a life-long relationship. Second, distance is an
issue for tourists choosing a SBD, but not for a CHD. This relates to market structure, since SBD
markets work under competition, whereas CHD markets function as natural monopolies. Finally,
‘High level of studies’ is a key loyalty determinant in favor of a CHD, however, when that level
is low, it provides an incentive to revisit a SBD, instead.
Originality of the research – The paper proposes the use of methodology never before used in
this field and obtains novel determinants when explaining loyalty
Ključne riječi
Loyalty, repeat visits, tourist determinants, asymmetric Bayesian model
Hrčak ID:
341793
URI
Datum izdavanja:
19.12.2025.
Posjeta: 307 *