Resumen de Destination Loyalty and Switching Behavior of Travelers: a Markov Analysis
Seyhmus Baloglu, Ranel E. Erickson
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.
