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Examine destination loyalty of first-time and repeat visitors at all-inclusive resorts

Medet Yolal (Faculty of Tourism, Anadolu University, Eskisehir, Turkey)
Christina Geng-Qing Chi (School of Hospitality Business Management, Washington State University, Pullman, Washington, DC, USA)
Ossi Pesämaa (Department of Business Administration, Technology and Social Sciences, Luleå University of Technology, Luleå, Sweden)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 10 July 2017

Abstract

Purpose

The purpose of this study is to examine the factors that are likely to influence the loyalty behavior of first-time and repeat visitors to all-inclusive resorts.

Design/methodology/approach

Data were collected from first-time and repeat Russian tourists to Antalya, Turkey, utilizing a self-administered survey questionnaire. A total of 339 usable responses were obtained. A structural equation modeling approach was used to test the proposed model on the first-time and repeat visitors’ samples.

Findings

This study suggests that the effects of cognitive evaluation of the resort (service quality) channel through affective evaluation of the visitor experience (visitor satisfaction) before bolstering visitor loyalty. This study also shows that differences exist between the two groups of visitors – first time visitors value cognitive attributes more and rely more on cognitive evaluation.

Practical implications

Destination marketers and managers need to promote all aspects and attributes of a destination among all-inclusive vacationers by creating innovative and comprehensive marketing campaign. Due to the differences between first-time and repeat visitors, it is critical to differentiate the two groups in designing targeted marketing campaign and providing targeted service/product.

Originality value

All-inclusive resorts have attained substantial global presence and popularity over the past 40 years. However, guest satisfaction/loyalty studies in this particular context have not often been approached with the kind of statistical breadth and rigor presented herein. This study adds new information for the understanding of and marketing to the all-inclusive resort guest.

Keywords

Citation

Yolal, M., Chi, C.G.-Q. and Pesämaa, O. (2017), "Examine destination loyalty of first-time and repeat visitors at all-inclusive resorts", International Journal of Contemporary Hospitality Management, Vol. 29 No. 7, pp. 1834-1853. https://doi.org/10.1108/IJCHM-06-2015-0293

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited