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Destination loyalty and repeat behaviour: an application of optimum stimulation measurement
Author(s) -
Niininen Outi,
Szivas Edith,
Riley Michael
Publication year - 2004
Publication title -
international journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.155
H-Index - 58
eISSN - 1522-1970
pISSN - 1099-2340
DOI - 10.1002/jtr.511
Subject(s) - loyalty , variety (cybernetics) , tourism , selection (genetic algorithm) , marketing , measure (data warehouse) , advertising , proposition , psychology , business , computer science , geography , data mining , artificial intelligence , philosophy , epistemology , archaeology
This paper reports on a study of consumer loyalty in the holiday destination selection process. The study does not define loyalty, but attempts to contribute to an understanding of the concept by applying a psychological measure of variety seeking directly to patterns of holiday destination choice. The measure used is based on the optimum stimulation level (OSL) concept. The guiding proposition in this study was that tourists with a high need for variety would display a varied pattern in their vacation destination selection and this assumption is modestly supported by the empirical findings. The results suggest that further experimentation with the OSL would be fruitful when combined with attitudinal measures and with precisely defined sets of tourist behaviours. Copyright © 2004 John Wiley & Sons, Ltd.