Destination Loyalty and Switching Behavior of Travelers: a Markov Analysis

• Baloglu, Seyhmus ^[1] ; Erickson, Ranel E. ^[1]
  1. [1] University of Nevada, Las Vegas

     University of Nevada, Las Vegas

     Estados Unidos

     
• Localización: Tourism analysis, ISSN 1083-5423, Vol. 2, Nº. 2, 1998, págs. 119-127
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • This article examines the destination loyalty and switching behavior of international travelers among four Mediterranean tourist destination countries. Specifically, the purpose is to explore how a specific destination visit influences chances of revisiting the same destination and visiting other destinations. Switching patterns revealed by Markov analysis indicate that travelers are likely to visit international destinations in a successive pattern. The findings suggest that destinations should focus their promotional efforts on visitors of specific destinations. Implications for destination marketing strategy and future research issues are discussed.