THE STUDY OF TOURISM LOYALTY: A LITERATURE REVIEW

Helena Maria Baptista Alves, Ana María Campón Cerro, José Manuel Hernández Mogollón

Abstract


Since the 1990´s, relationship marketing and loyalty has aroused the interest of researchers and practitioners, as a tool capable of giving continuity to the organization through the establishment of long-term relationships with its stakeholders. It verifies that loyalty in the tourism industry has been little studied. This paper aims to identify and analyze the research on the determinants of loyalty in tourism. The results attempt to summarise what has been investigated, who addresses these issues, where the main focuses of research are and what methodologies have been used. The goal is to obtain the state of the art of research on this issue and identify future lines of research.


Keywords


Literature Review; Relationship Marketing; Loyalty; Tourism





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