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The Value Of Destination Loyalty: Myth Or Reality?, Robertico R. Croes, Amir Shani, Andrew Walls

Faculty Scholarship and Creative Works

Given the growing appeal of the concept of destination loyalty in tourism marketing, it is highly important to investigate the travel expenditures of loyal vs. non- or less loyal visitors. Adopting the behavioral approach to loyalty, this study examines the spending patterns of visitors to Kissimmee-St. Cloud, while comparing between the different loyalty segments: no previous visit, one previous visit, and multiple visits. The analysis is based on an intercept survey conducted by the Kissimmee-St. Cloud Convention and Visitors Bureau∗ (KSCVB, 2006), which yielded a sample of 4,301 visitors. In contrast to the prevalent concept, the results show that first …