Please use this identifier to cite or link to this item: http://hdl.handle.net/10553/41765
Title: Understanding tourism loyalty: Horizontal vs. destination loyalty
Authors: Almeida Santana, Arminda 
Moreno-Gil, Sergio 
UNESCO Clasification: 531290 Economía sectorial: turismo
Keywords: Horizontal loyalty
Coopetition
Competitiveness
Segmenting
Image, et al
Issue Date: 2018
Journal: Tourism Management 
Abstract: Tourism loyalty is a key topic that has been covered in literature mainly from a very homogenous perspective. This study analyses horizontal loyalty (consumer's loyalty divided among several destinations), and explains the background factors that affect this behaviour (cognitive, affective and overall destination image; information sources; motivations; socio-demographic characteristics; previous behaviour; conative loyalty). The paper also identifies the differences between the explanatory factors of horizontal loyalty and one-single-destination loyalty. Applying a comprehensive analysis with 6964 tourists from 17 European countries in the context of Canary Islands (Spain), the study provides interesting recommendations for destinations with a view to better designing marketing activities and improving their coopetition strategies and competitiveness.
URI: http://hdl.handle.net/10553/41765
ISSN: 0261-5177
DOI: 10.1016/j.tourman.2017.10.011
Source: Tourism Management[ISSN 0261-5177],v. 65, p. 245-255
Appears in Collections:Artículos
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