A Study on Destination Image and the Behavioral Factors of Destination Loyalty
Moreira, P., & Iao, C.
Abstract:
The research interest on destination loyalty is the result of the generalized idea that returning travelers are the more stable and economically interesting share of the destination markets. Initially explored by the fields of marketing and consumer behavior integrated in studies on brand image and branding, brand loyalty corresponds to an early definition of brand insistence, based on the repetition or iteration of a behavior related to a brand, or a purchase sequence. The applied studies in the field of travel and tourism are linked to destination management, destination branding, and destination marketing. The study focuses on the destination image and behavioral factors of loyalty of travelers to Macau SAR, PR China, analyzed under a cross-sectional survey design during the first quarter of 2012.
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APA citation
- Moreira, P., & Iao, C. (2013). A Study on Destination Image and the Behavioral Factors of Destination Loyalty. International Journal of Social Sciences, II(2), 76–94.