A review on horizontal and destination loyalty

Abstract

This contribution conducts a mini-review of the topic Horizontal Loyalty based on the paper written by Almeida and Moreno (2018). The traditional analysis of loyalty centred on a single destination and with a onedimensional perspective has recently been questioned. This study analyses horizontal loyalty, and explains the factors that determine this behavior. This paper also identifies the differences between the variables that explain horizontal loyalty and the loyalty to a single destination. This study is the first empirical application of this focus to a tourist destination. The results help to understand the necessary change of focus in the study of loyalty in the tourist context, as well as in the design of strategies, where the emphasis should be placed on tourists. This way, destinations will be able to improve their competitiveness.