2.4.4. Destination Loyalty

From a marketing perspective, loyalty is defined as customers' behaviour or intentions to re-buy or re-patronize certain product or service, causing repetitive purchasing of the same brand products (Hawkins et al. 1995). Loyalty measures a consumer's strength of affection towards a brand. It is based on a consumer brand preference or their intention to buy a product of a certain brand. Customer satisfaction, customer experience, value, service quality, performance, price and brand name all contribute to loyalty (Backman and Crompton 1991). In destination brand research loyalty plays a big role, but it should be examined in a long-term range. It can serve as a useful tool for prediction of future destination choice (Oppermann 2000).
