Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/18112
Title: Rethinking loyalty
Authors: McKercher, B 
Denizci Guillet, B 
Ng, E
Keywords: Loyalty
Loyalty hierarchy
Satisfaction
Destination
Issue Date: 2012
Publisher: Pergamon Press
Source: Annals of tourism research, 2012, v. 39, no. 2, p. 708-734 How to cite?
Journal: Annals of tourism research 
Abstract: This paper argues that loyalty research in tourism may need to be reconsidered to account for the unique features of tourism. In particular, it explores three concepts: vertical loyalty hierarchy where tourists may display loyalty at different tiers in the tourism system simultaneously (i.e. to a travel agent and an airline); horizontal loyalties, where tourists may be loyal to more than one provider at the same tier the tourism system (i.e. to more than one hotel brand) and; experiential loyalty or loyalty to certain holiday styles. These ideas are tested through in-depth interviews with a purposive sample of frequent tourists. Vertical and experiential loyalty were supported, while less evidence of horizontal loyalty was noted.
URI: http://hdl.handle.net/10397/18112
ISSN: 0160-7383
EISSN: 1873-7722
DOI: 10.1016/j.annals.2011.08.005
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