Pathways to Tourist Loyalty in Pakistani Tourism Industry: Comparison
View Latest Version
Please note this is a comparison between Version 2 by Camila Xu and Version 1 by Syed Mohsin Ali Shah.

Tourist loyalty (TL) holds paramount importance in securing the long-term prosperity of a tourist destination. When tourists perceive comfort and a sense of belonging in a place, their inclination to return and advocate for it rises, resulting in cost savings for local tourism industry stakeholders.

  • tourist loyalty
  • destination image
  • service quality
  • electronic word of mouth

1. Introduction

The ability of a destination’s tourism sector to draw back tourists is crucial to its success. An increasing body of research is being conducted on the connections between the quality, DI, TS, and loyalty [1,2,3][1][2][3]. The atmosphere that visitors interact with while traveling might affect their enjoyment, desire to return, and DI. People choose their vacation locations based on where they think they would enjoy themselves the best. Service quality (SQ) and general place appeal are two of a vacation’s most crucial factors [4].
Tourist loyalty (TL) holds paramount importance in securing the long-term prosperity of a tourist destination. When tourists perceive comfort and a sense of belonging in a place, their inclination to return and advocate for it rises, resulting in cost savings for local tourism industry stakeholders [4]. This is particularly significant for prospective travelers who tend to make choices based on the feedback of past visitors. Consequently, positive encounters for tourists can enhance a tourist destination’s reputation and influence visitors’ intentions to return and advocate for it [5]. Enrique [6] states the ability to attract tourists is determined by its ability to provide high-quality tourism services that can adapt to the changing tastes and needs of international visitors. The effectiveness of a destination’s tourist sector is determined by the first visitor experience and the resources available [7]. Around 50% of a destination’s tourist flow comprises repeat visits [8,9][8][9]. Recurring visitors are critical to the profitability of a country’s tourism industry since attracting and retaining them is less expensive than attracting new ones [10]. Therefore, destination marketers must prioritize visitor retention and loyalty building to ensure a destination’s success [11,12][11][12]. Although destination loyalty is crucial for effective destination marketing, there has been little research into the factors contributing to TL in developing nations like Pakistan.
Scholars and tourism stakeholders have begun to emphasize the significance of the destination image (DI) and service quality (SQ) in boosting TL for a tourism destination’s sustainable growth. Visitors’ assessments of a location are affected by their perceptions of its attractiveness and facilities [13]. The degree of crime and the reputation of the place impact where tourists decide to travel since they are worried about their safety. Visitors will likely obtain negative impressions of the whole place when they experience bad service, deforested landscapes, and clogged roadways. Tourists’ favorable opinions of their chosen sites can be enhanced by destinations with high SQ (service quality) and DI (destination image) ratings. Providing well-preserved natural, historical, and cultural legacy resources helps achieve this [13].
According to the literature, the service quality experience, DI, E-WOM, and tourism satisfaction are all critical features of TL in a developing country context [13,14,15,16][13][14][15][16]. Nevertheless, past research findings on the links between the SQ, DI, and TL are uneven, if not contradictory. The DI influences tourists’ aesthetic choices rather than overall enjoyment or TL [17]. Kumail et al. [18] discovered no association between the SQ, tourists’ revisiting intentions, and customer satisfaction. However, they did discover a substantial beneficial influence of the DI on tourist satisfaction. In contrast to these findings, Henseler [19] claims that, in addition to the DI, the perceived service quality and pleasure significantly affect tourists’ revisiting intentions. TL was discovered as a potential predictor of the SQ, TS, and DI in these studies. However, several studies (e.g., ref. [20] have demonstrated that the SQ and DI are precursors of TS and E-WOM, both of which may have a significant influence on the TBI’s decision to revisit a destination. As a result of the contradicting results shown here, more study is needed to reexamine these relationships in a range of cultural and contextual circumstances.
Pakistan, an emerging country, holds significant untapped opportunities within its tourism sector. According to World Travel and Tourism Council forecasts, Pakistan’s tourism field is projected to yield as much as $39.8 billion by 2027 [21]. Magnificent tourist attractions, such as Pakistan’s breathtaking mountains, gorgeous hills, and thousands of kilometers of amazing deserts, can be found all around the country [22]. Furthermore, Pakistan’s religious potential is enormous. Muslim mosques, Hindu temples, Sikh gurdwaras, and Buddhist monasteries are the most important religious landmarks, which may be favorable for business. Moreover, its history as a once-great civilization only adds to its allure as a vacation destination [14]. Pakistan is also a popular mountaineering destination because of its high peaks [23]. In 2016, around 33.82 billion USD were brought into South Asia by international tourists. India (69%), Sri Lanka (10%), and the Maldives all made greater contributions than Pakistan.

2. Tourist Loyalty

Tourist loyalty (TL) has piqued the interest of academics and professionals in marketing and tourism management due to its favorable effects on revenue and profitability [24,25][24][25]. When we say “loyalty”, we mean the intention to buy or return to a product or service frequently and the persistent effort to maintain a relationship with a specific brand [23]. TL is defined by Govindarajo [26] as “a deeply held commitment to re-buy or re-patronize a preferred product/service consistently in the future, resulting in repetitive same-brand or same-brand set purchasing, despite situational influences and marketing efforts that may cause switching behavior”. According to a literature review, the demand for novelty influences the choice of tourism locations, with the complex selection process. Thus, TL is more difficult to build than traditional consumer loyalty [27]. Destination marketers also view TL as an essential attribute associated with a strong desire for less expenditure. This includes retaining current visitors instead of gaining new ones [28]. However, attracting repeat visitors is less expensive than attracting new ones [29].

3. Destination Image

Since the 1970s, tourism researchers have written extensively about the DI. When attempting to explain behaviors such as destination selection, RI, and satisfaction [30] and when developing destination marketing strategies, the idea of the DI can be pretty valuable [30]. The phrase “DI” refers to “a person’s entire collection of preconceived notions about a region” [31]. “A mental image of destinations exists regardless of whether these areas have been visited” [32]. The target image is dynamic, updating as new data are received [32]. According to Herrero-Crespo [33], a tourist’s view of a destination changes after visiting it. Similarly, Wantara [34] specifies that tourists form a more sophisticated image of an area due to their interactions and activities while on vacation. Returning visitors have a more positive view of a destination than first-time visitors [35]. This process of changing a destination’s image is continual, and an image will evolve due to events that occur throughout the visit [36]. A pleasant and memorable travel experience directly impacts a destination’s image [37]. Tourism-related events, such as sporting events, can also help to develop a positive DI [38].

4. Service Quality

Service quality (SQ) in service marketing refers to a client’s satisfaction with a service’s pricing, features, and overall value [29]. The spirit of quality is captured alongside standards, and expectations are met or exceeded [13,39][13][39]. SQ is increasingly recognized as a competitive advantage and tourism source in developing countries [3,37][3][37]. SQ is assessed to provide value for consumers by comparing their pre-service expectations to their post-service comprehension [27,38,40][27][38][40]. Various things might influence one’s expectations, including prior experience, word-of-mouth recommendations from other consumers, and promotional materials [41]. Several studies have been conducted on SQ to investigate the elements that influence consumer happiness and loyalty [42]. SERVQUAL has usually been accepted as the standard for measuring SQ in several service sectors [41]. This method has been chastised for supposedly misrepresenting tourism SQ [12]. As a result, a model was created tailored to the tourism industry in a developing country like Pakistan [27,39][27][39].

References

  1. Jeong, Y.; Kim, S. A study of event quality, destination image, perceived value, tourist satisfaction, and destination loyalty among sport tourists. Asia Pac. J. Mark. Logist. 2020, 32, 940–960.
  2. Allameh, S.M.; Pool, J.K.; Jaberi, A.; Salehzadeh, R.; Asadi, H. Factors influencing sport tourists’ revisit intentions: The role and effect of destination image, perceived quality, perceived value and satisfaction. Asia Pac. J. Mark. Logist. 2015, 27, 191–207.
  3. Jones, P. A review of the UK’s tourism recovery plans post COVID-19. Athens J. Tour. 2022, 9, 9–18.
  4. Kanwel, S.; Lingqiang, Z.; Asif, M.; Hwang, J.; Hussain, A.; Jameel, A. The influence of destination image on tourist loyalty and intention to visit: Testing a multiple mediation approach. Sustainability 2019, 11, 6401.
  5. Alalwan, A.A. Mobile food ordering apps: An empirical study of the factors affecting customer e-satisfaction and continued intention to reuse. Int. J. Inf. Manag. 2020, 50, 28–44.
  6. Yoon, Y.; Uysal, M. An examination of the effects of motivation and satisfaction on destination loyalty: A structural model. Tour. Manag. 2005, 26, 45–56.
  7. Baloch, Q.B.; Shah, S.N.; Iqbal, N.; Sheeraz, M.; Asadullah, M.; Mahar, S.; Khan, A.U. Impact of tourism development upon environmental sustainability: A suggested framework for sustainable ecotourism. Environ. Sci. Pollut. Res. 2023, 30, 5917–5930.
  8. Chen, C.F.; Chen, F.S. Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tour. Manag. 2010, 31, 29–35.
  9. Chen, Y.; Li, R.; Zhang, P.; Liu, X. The moderating role of state attachment anxiety and avoidance between social anxiety and social networking sites addiction. Psychol. Rep. 2020, 123, 633–647.
  10. Cheung, C.M.; Thadani, D.R. The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decis. Support Syst. 2012, 54, 461–470.
  11. Zhang, J.; Adhikari, D.; Fahmy, S.; Kang, S. Exploring the impacts of national image, service quality, and perceived value on international tourist behaviors: A Nepali case. J. Vacat. Mark. 2020, 26, 473–488.
  12. Chen, P.T.; Hu, H.H.S. The mediating role of relational benefit between service quality and customer loyalty in airline industry. Total Qual. Manag. Bus. Excell. 2013, 24, 1084–1095.
  13. Chi, X.; Han, H. Emerging rural tourism in China’s current tourism industry and tourist behaviors: The case of Anji County. J. Travel Tour. Mark. 2021, 38, 58–74.
  14. Buhalis, D.; Law, R. Progress in information technology and tourism management: 20 years on and 10 years after the Internet—The state of eTourism research. Tour. Manag. 2008, 29, 609–623.
  15. Chan, W.C.; Wan Ibrahim, W.H.; Lo, M.C.; Mohamad, A.A.; Ramayah, T.; Chin, C.H. Controllable drivers that influence tourists’ satisfaction and revisit intention to Semenggoh Nature Reserve: The moderating impact of destination image. J. Ecotourism 2022, 21, 147–165.
  16. Kim, W.H.; Lee, C.; Kim, S. The influence of Hallyu on Africans’ perceptions of Korea: The moderating role of service quality. Sustainability 2020, 12, 3245.
  17. Kozak, M.; Rimmington, M. Tourist satisfaction with Mallorca, Spain, as an off-season holiday destination. J. Travel Res. 2000, 38, 260–269.
  18. Kumail, T.; Sadiq, M.; Ali, W.; Sadiq, F. The impacts of tourism development on income inequality: How does tourism capital investment contribute to income distribution? Tourism Agenda 2030. Tour. Rev. 2023, 78, 630–645.
  19. Henseler, J.; Ringle, C.M.; Sarstedt, M. A new criterion for assessing discriminant validity in variance-based structural equation modeling. J. Acad. Mark. Sci. 2015, 43, 115–135.
  20. Cimbaljević, M.; Bučić, A. Competitiveness of a travel destination—A case study of Montenegro in relation to relevant models of competitiveness. In Iscontour 2015—Tourism Research Perspectives: Proceedings of the International Student Conference in Tourism Research; Books on Demand: Norderstedt, Germany, 2015; pp. 271–284.
  21. Cohen, S.; Kamarck, T.; Mermelstein, R. A global measure of perceived stress. J. Health Soc. Behav. 1983, 24, 385–396.
  22. Lua, D.T. Examining some factors affecting to traveling intention of Son Doong Cave. Master’s Thesis, University of Tampere, Tampere, Finland, 2016.
  23. Ćulić, M.; Vujičić, M.D.; Kalinić, Č.; Dunjić, M.; Stankov, U.; Kovačić, S.; Vasiljević, Đ.A.; Anđelković, Ž. Rookie tourism destinations—The effects of attractiveness factors on destination image and revisit intention with the satisfaction mediation effect. Sustainability 2021, 13, 5780.
  24. Enrique Bigné, J.; Sanchez, I.; Andreu, L. The role of variety seeking in short and long run revisit intentions in holiday destinations. Int. J. Cult. Tour. Hosp. Res. 2009, 3, 103–115.
  25. Hayes, A.F.; Preacher, K.J. Quantifying and testing indirect effects in simple mediation models when the constituent paths are nonlinear. Multivar. Behav. Res. 2010, 45, 627–660.
  26. Fornell, C.; Larcker, D.F. Structural equation models with unobservable variables and measurement error: Algebra and statistics. J. Mark. Res. 1981, 18, 382–388.
  27. Govindarajo, N.S.; Khen, M.H.S. Effect of service quality on visitor satisfaction, destination image and destination loyalty–practical, theoretical and policy implications to avitourism. Int. J. Cult. Tour. Hosp. Res. 2020, 14, 83–101.
  28. Hair, J.F., Jr.; Matthews, L.M.; Matthews, R.L.; Sarstedt, M. PLS-SEM or CB-SEM: Updated guidelines on which method to use. Int. J. Multivar. Data Anal. 2017, 1, 107–123.
  29. Beerli, A.; Martin, J.D. Factors influencing destination image. Ann. Tour. Res. 2004, 31, 657–681.
  30. Hamanishi, J.; Mandai, M.; Ikeda, T.; Minami, M.; Kawaguchi, A.; Murayama, T.; Kanai, M.; Mori, Y.; Matsumoto, S.; Chikuma, S.; et al. Safety and antitumor activity of anti–PD-1 antibody, nivolumab, in patients with platinum-resistant ovarian cancer. J. Clin. Oncol. 2015, 33, 4015–4022.
  31. Hennig-Thurau, T.; Gwinner, K.P.; Walsh, G.; Gremler, D.D. Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? J. Interact. Mark. 2004, 18, 38–52.
  32. Arnegger, J.; Herz, M. Economic and destination image impacts of mega-events in emerging tourist destinations. J. Destin. Mark. Manag. 2016, 5, 76–85.
  33. Hernández-Rojas, R.D.; Huete Alcocer, N. The role of traditional restaurants in tourist destination loyalty. PLoS ONE 2021, 16, e0253088.
  34. Herrero-Crespo, Á.; San Martín-Gutiérrez, H.; Collado-Agudo, J.; García-de-los-Salmones-Sánchez, M.D.M. Destination loyalty and pandemic risks: Revisiting the study of tourist loyalty during the COVID-19 pandemic. Tour. Hosp. Res. 2022.
  35. Wantara, P.; Irawati, S.A. Relationship and impact of service quality, destination image, on customer satisfaction and revisit intention to Syariah Destination in Madura, Indonesia. Eur. J. Bus. Manag. Res. 2021, 6, 209–215.
  36. Widayati, C.C.; Ali, H.; Permana, D.; Nugroho, A. The role of destination image on visiting decisions through word of mouth in urban tourism in Yogyakarta. Int. J. Innov. Creat. Chang. 2020, 12, 177–196.
  37. Wright, L.B.; Haug, J.C.; Huckabee, A. Blueprint for retail website design: Attracting and retaining millennial online shoppers. J. Internet Commer. 2019, 18, 170–196.
  38. Hosany, S.; Ekinci, Y.; Uysal, M. Destination image and destination personality. Int. J. Cult. Tour. Hosp. Res. 2007, 1, 62–81.
  39. Ajzen, I. From Intentions to Actions: A Theory of Planned Behavior; Springer: Berlin/Heidelberg, Germany, 1985; pp. 11–39.
  40. Belwal, R.; Amireh, M. Service quality and attitudinal loyalty: Consumers’ perception of two major telecommunication companies in Oman. Arab. Econ. Bus. J. 2018, 13, 197–208.
  41. Han, H.; Kim, Y. An investigation of green hotel customers’ decision formation: Developing an extended model of the theory of planned behavior. Int. J. Hosp. Manag. 2010, 29, 659–668.
  42. Birdir, S.S.; Dalgic, A.; Birdir, K. Destination marketing and destination image. In The Routledge Handbook of Destination Marketing; Routledge: London, UK, 2018; pp. 71–81.
More
© Text is available under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/)
ScholarVision Creations
Feedback