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Publication Detailed Description
The influence of customer engagement on destination loyalty from a destination marketing organisation perspective
Book Title
Handbook of customer engagement in tourism marketing
Year (definitive publication)
2023
Language
English
Country
United Kingdom
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Abstract
This study aims to understand the engagement between tourists and the tourism destination influencing tourists' destination loyalty, namely their willingness to recommend the destination to friends and family and their intention to repeat the visit. This research explores Centro de Portugal (as a destination marketing organisation) as a loyal destination to manage. The tourism market is facing several challenges and becoming an even more competitive environment. Destination competitiveness is flourishing not only because of the impact on destinations due to tourism growth but also due to COVID-19 restrictions. The need to have a distinctive factor for destinations is now more critical than ever, and destinations should aim to create a relationship with tourists to ensure the experience is memorable and that tourists repeat the visit and make positive recommendations about the destination to others. This need suggests the usefulness of tourist engagement to achieve their goals.
Acknowledgements
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Keywords
Customer engagement,Destination loyalty,Repetition of visit,Tourism destination,Willing to recommend
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
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