Levels of loyalty to tourist destination and factors for its increasment
Author: Assos. Prof. Lina Anastasova, PhD (Burgas Free University)
Keywords: loyalty to tourist destination, customer satisfaction, stress factors, tourist loyalty model
The paper contains a review of the different theories for investigation of the loyalty towards tourist destination and the opinion of the author for the empirical indicators suitable for investigation of the tourist loyalty. The first part of the paper includes review of all types of “stress factors” which are influencing negatively the level of tourist loyalty. The second part of the paper includes the analysis of a survey conducted by the author in “Sunny Beach” destination and a number of conclusions and directions for tourist loyalty improvement. The main contribution of the paper is the conceptualization of 4-level model of the tourist loyalty based on the survey results which can be used in survey methodology for tourist loyalty investigation.
