Horizontal loyalty and new trends in information search

Abstract

Tourists can visit different destinations and they can be loyal to multiple destinations at the same time (horizontal loyalty). Tourists seek information to choose a destination using different information sources. In recent years, these sources have evolved. Advances in the Internet and social media are changing the way that information about leisure travel and its experiences are disseminated. The main goal of this study is to explain the relationship between information sources and loyalty, paying attention to horizontal loyalty. These results are useful for making decisions in tourism policy on loyalty programs for tourist destinations.