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    Moving beyond visitor satisfaction to loyalty in nature-based tourism: a review and research agenda

    Access Status
    Fulltext not available
    Authors
    Moore, S.
    Rodger, K.
    Taplin, Ross
    Date
    2014
    Type
    Journal Article
    
    Metadata
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    Citation
    Moore, S. and Rodger, K. and Taplin, R. 2014. Moving beyond visitor satisfaction to loyalty in nature-based tourism: a review and research agenda. Current Issues in Tourism. 18 (7): pp. 667-683.
    Source Title
    Current Issues in Tourism
    DOI
    10.1080/13683500.2013.790346
    ISSN
    1368-3500
    School
    School of Accounting
    URI
    http://hdl.handle.net/20.500.11937/27977
    Collection
    • Curtin Research Publications
    Abstract

    Nature-based tourism is increasing worldwide and with it the opportunity to engage these visitors to support and advocate for the protection of natural areas. Loyalty research over the last decade provides a platform for action. Analysing loyalty as an important focus for nature-based tourism research and then proposing a research agenda are the aims of this paper. These aims are achieved by (1) reviewing the place of satisfaction and its relationship to loyalty in nature-based tourism research; (2) analysing recent loyalty and related behavioural intentions research; and (3) proposing a research agenda to further progress loyalty research. Conducting field-based experiments to determine the influence of improving service quality on loyalty and further investigating a suite of items of varying commitment for measuring loyalty (from recommending a destination to others to volunteering to work there) are pivotal to the proposed agenda. Also central are further elaborating and testing the measurement model for loyalty, with place attachment and pursuit of benefits, such as escaping from everyday life and appreciating nature, suggested as promising antecedents to loyalty. The importance of natural areas to society warrants urgent attention to the loyalty-centred research agenda detailed in this paper.

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