2010 istte choi lu cai

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2010 istte choi lu cai

  1. 1. PURDUE TOURISM AND HOSPITALITY RESEARCH CENTER DIMENSIONS OF TOURIST LOYALTY — CONTEXTUAL CONSIDERATIONS Suh-hee Choi Tracy (Ying) Lu Liping A. Cai Purdue Tourism and Hospitality Research Center www.purdue.edu/tourism
  2. 2. PURDUE TOURISM AND HOSPITALITY RESEARCH CENTER Background Loyalty
  3. 3. PURDUE TOURISM AND HOSPITALITY RESEARCH CENTER LoyaltyAttitudinal Behavioral Brand loyalty involves a deep commitment of repurchase and favor towards the brand without oscillation (Oliver, 1999).
  4. 4. PURDUE TOURISM AND HOSPITALITY RESEARCH CENTER LoyaltyAttitudinal Behavioral ? in Tourism
  5. 5. PURDUE TOURISM AND HOSPITALITY RESEARCH CENTER http://hubpages.com/hub/Family-Weekend-Getaway http://bassonline.com/wp/2009/06/10/fantastic-father-and-son-orlando-fishing-trip
  6. 6. PURDUE TOURISM AND HOSPITALITY RESEARCH CENTER http://yfrog.com/76maldives009j
  7. 7. PURDUE TOURISM AND HOSPITALITY RESEARCH CENTER
  8. 8. PURDUE TOURISM AND HOSPITALITY RESEARCH CENTER Attitudinal Behavioral in Tourism
  9. 9. PURDUE TOURISM AND HOSPITALITY RESEARCH CENTER Attitudinal Behavioral in Tourism
  10. 10. PURDUE TOURISM AND HOSPITALITY RESEARCH CENTER Behavioral and attitudinal Loyalty Cognitive Loyalty Affective Loyalty Conative Loyalty Action Loyalty Attitudinal Loyalty Behavioral Loyalty
  11. 11. PURDUE TOURISM AND HOSPITALITY RESEARCH CENTER Affective Loyalty Conative Loyalty Action Loyalty Attitudinal Loyalty Attitudinal Loyalty Behavioral Loyalty Behavioral Intentions? Commitment/ Trust? expression of visiting again
  12. 12. PURDUE TOURISM AND HOSPITALITY RESEARCH CENTER Affective Loyalty Conative Loyalty Action Loyalty Attitudinal Loyalty Attitudinal Loyalty Behavioral Loyalty Behavioral Intentions? expression of visiting again
  13. 13. PURDUE TOURISM AND HOSPITALITY RESEARCH CENTER Cognitive Loyalty Affective Loyalty Conative Loyalty Action Loyalty Commitment/ Trust? Perceived Quality? Attitudinal Loyalty Attitudinal Loyalty Behavioral Loyalty
  14. 14. PURDUE TOURISM AND HOSPITALITY RESEARCH CENTER Cognitive Loyalty Affective Loyalty Conative Loyalty Action Loyalty Commitment/ Trust? Behavioral Intentions? Perceived Quality? Attitudinal Loyalty Attitudinal Loyalty Behavioral Loyalty Loyalty
  15. 15. PURDUE TOURISM AND HOSPITALITY RESEARCH CENTER Behavioral Loyalty Cognitive Loyalty Affective Loyalty Conative Loyalty Action Loyalty Attitudinal Loyalty Behavioral Loyalty Behavioral Intentions Real Behavior
  16. 16. PURDUE TOURISM AND HOSPITALITY RESEARCH CENTER Behavioral Loyalty Cognitive Loyalty Affective Loyalty Conative Loyalty Action Loyalty Attitudinal Loyalty Behavioral Loyalty Behavioral Intentions Real Behavior
  17. 17. PURDUE TOURISM AND HOSPITALITY RESEARCH CENTER Cognitive Loyalty Affective Loyalty Conative Loyalty Action Loyalty Commitment/ Trust? Behavioral Intentions? Perceived Quality? Behavioral Loyalty Attitudinal Loyalty Behavioral Loyalty Loyalty
  18. 18. PURDUE TOURISM AND HOSPITALITY RESEARCH CENTER Behavioral and attitudinal Loyalty Cognitive Loyalty Affective Loyalty Conative Loyalty Action Loyalty Attitudinal Loyalty Behavioral Loyalty
  19. 19. PURDUE TOURISM AND HOSPITALITY RESEARCH CENTER Loyalty Attitudinal Behavioral
  20. 20. PURDUE TOURISM AND HOSPITALITY RESEARCH CENTER Attitudinal Behavioral in Tourism
  21. 21. PURDUE TOURISM AND HOSPITALITY RESEARCH CENTER DECONSTRUCTING LOYALTY Loyalty Attitudinal Behavioral Attitudinal Behavioral in Tourism Proposition 1: The correlation between behavioral and attitudinal loyalty in tourism is lower than that in the generic product purchase situation. Loyalty Kozak and Rimington (2000)
  22. 22. PURDUE TOURISM AND HOSPITALITY RESEARCH CENTER Proposition 2: In long-haul travel, the correlation between behavioral and attitudinal loyalty is lower than that in short-haul travel. Attitudinal Behavioral Loyalty in Tourism e.g., Types of Travel External Factors DECONSTRUCTING LOYALTY
  23. 23. PURDUE TOURISM AND HOSPITALITY RESEARCH CENTER Attitudinal Behavioral Novelty-Seeking Traits Personal Factors Loyalty in Tourism Proposition 3: The correlation between behavioral and attitudinal loyalty in tourism is lower among the people with high levels of novelty- seeking traits. DECONSTRUCTING LOYALTY
  24. 24. PURDUE TOURISM AND HOSPITALITY RESEARCH CENTER Attitudinal Behavioral Risk-Aversion Personal Factors Loyalty in Tourism Proposition 4: The correlation between behavioral and attitudinal loyalty in tourism is higher among the risk-aversion segments. DECONSTRUCTING LOYALTY Oppermann (1998)
  25. 25. PURDUE TOURISM AND HOSPITALITY RESEARCH CENTER Attitudinal Behavioral e.g., Types of Travel External Factors e.g., Lifestyle Personal Factors Loyalty in Tourism DECONSTRUCTING LOYALTY
  26. 26. PURDUE TOURISM AND HOSPITALITY RESEARCH CENTER CONCLUSION • Delineation of the dimensions of loyalty • Different relationships between attitudinal and behavioral loyalty
  27. 27. PURDUE TOURISM AND HOSPITALITY RESEARCH CENTER IMPLICATION • Importance of attitudinal / behavioral loyalty • Future studies
  28. 28. PURDUE TOURISM AND HOSPITALITY RESEARCH CENTER Thank you.

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