Examine destination loyalty of first-time and repeat visitors at all-inclusive resorts

Abstract

Purpose - The purpose of this study is to examine the factors that are likely to influence the loyalty behavior of first-time and repeat visitors to all-inclusive resorts. Design/ methodology/approach - Data were collected from first-time and repeat Russian tourists to Antalya, Turkey, utilizing a self-administered survey questionnaire. A total of 339 usable responses were obtained. A structural equation modeling approach was used to test the proposed model on the first-time and repeat visitors' samples. Findings - This study suggests that the effects of cognitive evaluation of the resort ( service quality) channel through affective evaluation of the visitor experience ( visitor satisfaction) before bolstering visitor loyalty. This study also shows that differences exist between the two groups of visitors - first time visitors value cognitive attributes more and rely more on cognitive evaluation. Practical implications - Destination marketers and managers need to promote all aspects and attributes of a destination among all-inclusive vacationers by creating innovative and comprehensive marketing campaign. Due to the differences between first-time and repeat visitors, it is critical to differentiate the two groups in designing targeted marketing campaign and providing targeted service/product. Originality value - All-inclusive resorts have attained substantial global presence and popularity over the past 40 years. However, guest satisfaction/loyalty studies in this particular context have not often been approached with the kind of statistical breadth and rigor presented herein. This study adds new information for the understanding of and marketing to the all-inclusive resort guest.