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Repeat tourists’ perceived unfavorable changes and their effects on destination loyalty

Repeat tourists’ perceived unfavorable changes and their effects on destination loyalty Repeat tourists are invaluable to tourist destinations. However, their perceptions and reactions toward unfavorable destination changes remain underexplored. This paper aims to answer two important and unresolved questions: how do repeat tourists react to perceived unfavorable changes? and what are the main unfavorable destination changes for repeat tourists?Design/methodology/approachThis research builds on the strategic memory protection theory. This paper consists of two studies (a quantitative one and a qualitative one) conducted in China. The quantitative study proposed and tested a structural equation model linking perceived unfavorable changes, tainted memories, revisit satisfaction and destination loyalty. Data were collected via a questionnaire distributed on an online survey platform with 416 valid responses. The qualitative study was conducted to determine the unfavorable destination changes that repeat tourists perceive. Ninety-five valid responses were used for analysis.FindingsThis research empirically shows that perceived unfavorable changes diminish repeat tourists’ destination loyalty by tainting their initial memories and reducing revisit satisfaction. This full mediation confirms the importance of personal memories and psychology in tourism experiences. This research further uncovers two main types of unfavorable destination changes: destination mismanagement (i.e. overcommercialization, insufficient facilities, poor destination management, excessive prices and a decline in service qualities) and negative environmental changes (overtouristification, changes to natural and social environments and changes in tourist sites and activities).Originality/valueThis research adds to the destination loyalty literature by unveiling actual repeat tourists’ revisit perceptions and psychological processes toward unfavorable destination changes. This research also identifies the typical unfavorable changes perceived by repeat tourists. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Tourism Review Emerald Publishing

Repeat tourists’ perceived unfavorable changes and their effects on destination loyalty

Hu, Yaou; Xu, Songjun
Tourism Review , Volume 78 (1): 16 – Jan 20, 2023
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16 pages

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1660-5373
eISSN
1660-5373
DOI
10.1108/tr-05-2022-0235
Publisher site
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Abstract

Repeat tourists are invaluable to tourist destinations. However, their perceptions and reactions toward unfavorable destination changes remain underexplored. This paper aims to answer two important and unresolved questions: how do repeat tourists react to perceived unfavorable changes? and what are the main unfavorable destination changes for repeat tourists?Design/methodology/approachThis research builds on the strategic memory protection theory. This paper consists of two studies (a quantitative one and a qualitative one) conducted in China. The quantitative study proposed and tested a structural equation model linking perceived unfavorable changes, tainted memories, revisit satisfaction and destination loyalty. Data were collected via a questionnaire distributed on an online survey platform with 416 valid responses. The qualitative study was conducted to determine the unfavorable destination changes that repeat tourists perceive. Ninety-five valid responses were used for analysis.FindingsThis research empirically shows that perceived unfavorable changes diminish repeat tourists’ destination loyalty by tainting their initial memories and reducing revisit satisfaction. This full mediation confirms the importance of personal memories and psychology in tourism experiences. This research further uncovers two main types of unfavorable destination changes: destination mismanagement (i.e. overcommercialization, insufficient facilities, poor destination management, excessive prices and a decline in service qualities) and negative environmental changes (overtouristification, changes to natural and social environments and changes in tourist sites and activities).Originality/valueThis research adds to the destination loyalty literature by unveiling actual repeat tourists’ revisit perceptions and psychological processes toward unfavorable destination changes. This research also identifies the typical unfavorable changes perceived by repeat tourists.

Journal

Tourism Review – Emerald Publishing

Published: Jan 20, 2023

Keywords: Repeat tourist; Perceived unfavorable change; Tainted memories; Satisfaction; Destination loyalty; 重游游客; 感知的不利变化; 记忆破坏; 满意度; 目的地忠诚度; Turista que repite; Cambio desfavorable percibido; Recuerdos contaminados; Satisfacción; Lealtad al destino

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