DETERMINANTS OF LOYALTY IN CULTURAL DESTINATIONS: EVIDENCE FROM PETRA, JORDAN

IF 0.5 Q4 HOSPITALITY, LEISURE, SPORT & TOURISM TOURISM CULTURE & COMMUNICATION Pub Date : 2021-01-01 DOI:10.3727/194341421x16213644579319

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Abstract

It is commonly understood within the tourism industry that the longer term success of a destination depends on visitor loyalty. While there have been extensive scholarly investigations of destination loyalty, there has been minimal empirical examination of the most critical determinants of loyalty within a single integrated model, particularly in the context of cultural destinations. To bridge this gap, this study investigates the direct influence of five factors on destination loyalty; destination image, destination awareness, perceived risks, perceived quality, and perceived value. The authors also provide new evidence about these relationships, with a focus on Petra one of the world’s most popular cultural-oriented destinations. Using a purposive sampling method, a total of 708 surveys were collected from international tourists who visited Petra between April and June 2019. It was found that all antecedents apart from perceived risks, had a positive impact on destination loyalty. Apart from extending knowledge about destination loyalty, this study provides key implications for practitioners and proposes a future research agenda.

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文化目的地忠诚度的决定因素:来自约旦佩特拉的证据

在旅游业中，人们普遍认为旅游目的地的长期成功取决于游客的忠诚度。虽然对目的地忠诚度进行了广泛的学术调查，但在单一集成模型中，特别是在文化目的地的背景下，对忠诚度的最关键决定因素进行的实证检查却很少。为了弥补这一差距，本研究调查了五个因素对目的地忠诚度的直接影响;目的地形象、目的地意识、感知风险、感知质量和感知价值。作者还提供了关于这些关系的新证据，重点是世界上最受欢迎的文化导向目的地之一佩特拉。采用有目的抽样方法，从2019年4月至6月期间访问佩特拉的国际游客中收集了708份调查。研究发现，除感知风险外，所有前因都对目的地忠诚度有正向影响。除了扩展对目的地忠诚度的认识外，本研究还为从业者提供了关键的启示，并提出了未来的研究议程。

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来源期刊

TOURISM CULTURE & COMMUNICATION HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

1.20

自引率

16.70%

发文量

期刊介绍： Tourism, Culture & Communication is the longest established international refereed journal that is dedicated to the cultural dimensions of tourism. The editors adopt a purposefully broad scope that welcomes readers and contributors from diverse disciplines and who are receptive in a wide variety of research methods. While potential cultural issues and identities are unlimited, there is a requirement that their consideration should relate to the tourism and hospitality domain. Tourism, Culture & Communication provides readers with multidisciplinary perspectives that consider topics and fields extending beyond national and indigenous cultures as they are traditionally understood and recognized. Coverage may extend to issues such as cultural dimensions of the United Nations’ Sustainable Development Goals (SDGs), gender and tourism, managing tourists with disabilities, sport tourism, or age-specific tourism. Contributions that draw upon the communications literature to explain the tourism phenomenon are also particularly welcome. Beyond the focus on culture and communications, the editors recognize the important interrelationships with economies, society, politics, and the environment. The journal publishes high-quality research and applies a double-blind refereeing process. Tourism, Culture & Communication consists of main articles, major thematic reviews, position papers on theory and practice, and substantive case studies. A reports section covers specific initiatives and projects, “hot topics,” work-in-progress, and critical reviews.