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We present a reflection about the relation that may exist between consumers’ behaviour, quality and satisfaction with the tourist experience, and loyalty to a destination. Some authors state that satisfaction doesn’t guarantee loyalty, although some studies show that there is a bigger intention to return or recommend a destination in satisfied tourists. After exploring the different ideas of the main authors that have approached the subjects of consumer behaviour, quality of tourist experience and loyalty, as a case study we tried to verify the situation of tourists that visit the Arade municipalities, in Algarve, Portugal. For that, we analysed part of the results from a study carried out by CIDER (Regional Economy Research and Development Centre), an organization based in the University of Algarve. This study aimed to evaluate the degree of satisfaction of tourists with their experiences in these municipalities and their intentions to return or recommend this destination. Although there are some limitations in the results obtained, we can confirm that tourist satisfaction contributes to a higher probability of loyalty to this destination.
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