Marketing relacional e turismo: a fidelização de clientes no turismo rural, proposta de um modelo para o seu estudo

Abstract

In today’s competitive markets, relationship marketing seems to reveal itself as a strategy to continue the organization in time through customer loyalty. The characteristics of rural tourism makes it necessary to search for a definition of fidelity, because the multitude of destinations and accommodations that offer is so wide and varied the probability of repeat visitation may be low. This paper aims to answer this question, addressing the concept of loyalty in this particular field and trying to find the factors influencing the formation of fidelity, suggesting a model for their study.