Quantitative analysis of consumer loyalty to the tourist destination

Abstract

Tourism includes a wide combination of phenomena that occur before, during and after the tourist travel. In terms of the intense competition, marketing-oriented companies should be focused on building and maintaining long-term relationships with its consumers. Satisfied consumer is a "valuable asset" in tourism and the intention to repeat purchase (returning to the tourist destination) as one of the dimensions of loyalty is a basic assumption of maintaining relations in the future. Based on the survey, presented in this paper, about the tourist demand in Vojvodina, the authors try to identify factors that make influence on consumer loyalty to the tourist destination. Loyalty is observed through the prism of returning to a specific tourist destination. In this paper the impact of socio-demographic factors was analyzed and hypothesis H0 was set: Socio-demographic factors influence consumer loyalty in tourism. The sample included 1117 respondents aged 16-84 years. In order to assess predictions of tourists' returning to the destination, logistic regression model was built. Variables such as gender, level of education, age of respondent, family status were used as predictors.

Keywords

• consumer loyalty
• touri