Desafios e perspetivas do estudo da lealdade em destinos turísticos

Abstract

This paper discusses theoretical issues such as motivational differences between loyal and not loyal tourists and typologies of tourist loyalty. It also discusses the challenges and prospects for further research in the area. Based on a review of previous studies, the paper identifies five main characteristics that that challenge normal assumptions of loyalty behaviour: 1) The various service providers involved in tourism interfere in the tourist’s experience of the destination. Therefore, the attributes of the destination that affect loyalty are multifaceted, requiring more attention from tourism researchers; 2) The literature shows conflicting conclusions on whether loyal tourists spend less money than first-time tourists; 3) The traditional conception in marketing that the decision-making process of loyal and non-loyal customers is different cannot be presumed in the context of tourism; 4) Revisitation is not the result of a nominal decision-making process and satisfaction does not lead necessarily to revisit; and 5) Interpersonal motivations, psychological characteristics and patterns of tourist consumption are factors that should be investigated in greater depth in future studies.