Drivers of the formation of e-loyalty towards tourism destinations

Drivers of the formation of e-loyalty towards tourism destinations PurposeThe purpose of this paper is to determine the drivers of the formation of e-loyalty in a tourist destination, providing a model composed of variables that are under the control of the firm along with others that are not fully controllable by professionals.Design/methodology/approachThe study was carried out with a sample of 497 subjects, university students and online consumers, and with the use of structural equations (partial least squares).FindingsResults show that young people give a high valuation to all the variables used in the research. These results contribute to the literature on e-loyalty in tourism destinations and improve tourism loyalty in this population segment.Research limitations/implicationsThe main limitation of this research has been related to the number of variables and measurement indicators that, according to the literature review, influence e-loyalty. Finally, a balanced and statistically significant model has been developed that has practical utility and analyzes online purchase of tourism products from a process perspective that includes variables that are internal and external to the firm.Practical implicationsThe study suggests that young people have a favourable attitude and predisposition towards e-commerce, which, in turn, favours firms’ efforts to promote consumption and loyalty within the framework of the model’s variables.Originality/valueThis research paper has important value by analysing the initiating variables to determine how e-loyalty can be managed in tourist destinations, in addition to analysing an important segment for future tourism development. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Management and Business Economics Emerald Publishing

Drivers of the formation of e-loyalty towards tourism destinations

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Publisher
Emerald Group Publishing Limited
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
2444-8451
D.O.I.
10.1108/EJMBE-11-2017-0050
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to determine the drivers of the formation of e-loyalty in a tourist destination, providing a model composed of variables that are under the control of the firm along with others that are not fully controllable by professionals.Design/methodology/approachThe study was carried out with a sample of 497 subjects, university students and online consumers, and with the use of structural equations (partial least squares).FindingsResults show that young people give a high valuation to all the variables used in the research. These results contribute to the literature on e-loyalty in tourism destinations and improve tourism loyalty in this population segment.Research limitations/implicationsThe main limitation of this research has been related to the number of variables and measurement indicators that, according to the literature review, influence e-loyalty. Finally, a balanced and statistically significant model has been developed that has practical utility and analyzes online purchase of tourism products from a process perspective that includes variables that are internal and external to the firm.Practical implicationsThe study suggests that young people have a favourable attitude and predisposition towards e-commerce, which, in turn, favours firms’ efforts to promote consumption and loyalty within the framework of the model’s variables.Originality/valueThis research paper has important value by analysing the initiating variables to determine how e-loyalty can be managed in tourist destinations, in addition to analysing an important segment for future tourism development.

Journal

European Journal of Management and Business EconomicsEmerald Publishing

Published: Mar 15, 2018

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