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Antecedents of loyalty intentions among young adult tourists: a survey

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  • Wąsowicz-Zaborek Elżbieta

    (Collegium of World Economy, SGH Warsaw School of Economics)

Abstract

The purpose of this paper was to examine the antecedents of young adult tourists’ loyalty intentions. The study is concerned with the overall loyalty tendencies of individuals, comprising the two dimensions of revisit intentions (RVIs) and recommendation intentions (RIs), and thus does not explore their loyalty to a specific destination (as in most previous studies). The research uses an Internet questionnaire with a total sample of 305 university students recruited from two Polish universities. Statistical analysis with the partial least squares structural equation modeling method indicates that destination RI is mainly driven by social bonding, while RVI is influenced positively by risk and uncertainty avoidance and negatively by novelty and variety seeking. In addition, income is found to be a significant moderator in the relationship between risk and uncertainty perception and RIs, such that a transition from very low to very high incomes tends to reverse the focal relationship from positive to negative. In addition, the research demonstrates that there is no significant difference between male and female young tourist’s loyalty intention. Implications for tourism entrepreneurs and destinations are suggested in the concluding section of the article.

Suggested Citation

  • Wąsowicz-Zaborek Elżbieta, 2019. "Antecedents of loyalty intentions among young adult tourists: a survey," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 55(4), pages 331-345, December.
    • Handle: RePEc:vrs:ijomae:v:55:y:2019:i:4:p:331-345:n:2
    DOI: 10.2478/ijme-2019-0021
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    References listed on IDEAS

    as
    1. Meleddu, Marta & Paci, Raffaele & Pulina, Manuela, 2015. "Repeated behaviour and destination loyalty," Tourism Management, Elsevier, vol. 50(C), pages 159-171.
    2. Heesup Han & Taeyeon Eom & Amr Al-Ansi & Hyungseo Bobby Ryu & Wansoo Kim, 2019. "Community-Based Tourism as a Sustainable Direction in Destination Development: An Empirical Examination of Visitor Behaviors," Sustainability, MDPI, vol. 11(10), pages 1-14, May.
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    More about this item

    Keywords

    loyalty in tourism; destination loyalty; recommendation intention; revisit intention; PLS-SEM;
    All these keywords.

    JEL classification:

    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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