Understanding tourists' loyalty through their motivations with logistic regression
Faculty of Business and Law
School of Marketing, Tourism and Leisure
Though research into brand or consumer loyalty in marketing area has more than 40 years history, study of destination loyalty is still a recent phenomenon (Oppermann, 2000), Most of the previous loyalty studies used either behavioral measurement or attitudinal measurement. This study used a composite measurement of both to find out which motivations arc important to urban tourists loyalty. In the other word, who are the loyal tourists to urban destination from a motivational perspective? The study found that two motivation factors (shopping & cuisine and accessibility) were both important to tourist repeated travel behavior and future intention to revisit. Another motivation (family/kinship) was found to differ between first time visitors and frequent visitors (5 times and more). This study linked the tourists' loyal behavior with attitude through their motivation. The findings provide researchers and practitioners a better understanding of loyal tourists, which is valuable for market segmentation, advertising/promotional campaign and destination management.