Izvorni znanstveni članak
https://doi.org/10.1080/1331677X.2020.1838313
A behaviour model for cultural tourism: loyalty to destination
María Dolores Sánchez-Sánchez
Carmen De-Pablos-Heredero
José Luis Montes-Botella
Sažetak
Tourism in the Spanish economy represents 11% of the GDP (INE,
2018). Its sun and beach tourism model has diversified into other
products, such as cultural tourism, that has been increasing in
recent years. The objective of this research is to develop a structural model that measures the behaviour of cultural tourists, to
help better understand the main variables affecting their loyalty
to a destination, travelling within Spain. After reviewing the scientific literature, a hypothetical-deductive method has been used
that focussed on the importance of considering the customer’s
experience, proposes a set of working hypotheses, contrasted by
means of an analysis of the structural equations model (SEM),
estimated taking the data from the Resident Tourism Survey/
FAMILITUR of the National Statistics Institute (INE). The model
confirms the importance of socio-cultural variables and the
experience of tourists in loyalty-building and the zero importance
of the spend in this relationship. This paper analyses the new segments of tourist demand, with a view to the results obtained
assisting in the design of differentiated marketing strategies to
increase the repetition of the cultural tourisms visits to the same
destination and, therefore customer loyalty.
Ključne riječi
Cultural tourism; loyalty; tourist demand; structural equation modelling (SEM); FAMILITUR; tourist management
Hrčak ID:
301457
URI
Datum izdavanja:
31.12.2021.
Posjeta: 382 *