Enhancing rural destinations’ loyalty through relationship quality

Abstract

Purpose – The literature on the factors generating loyalty towards tourism destinations has seldom focussed its attention on relationship marketing, which has left a gap in the understanding of destination loyalty. This paper aims to examine the influence of relationship quality on rural destination loyalty, approaching this through the variables of trust, attachment and satisfaction. Design/methodology/approach – This study used a quantitative methodology based on an on line survey conducted in Spain. The sample consisted of 464 tourists who participate in rural tourism. The analysis of the proposed model was carried out based on the partial least squares method. Findings – The results confirm that the model has a substantial to moderate explanatory capacity for overall satisfaction and loyalty, in which overall satisfaction acts as a mediator between the variables that make up relationship quality in reference to loyalty. Research limitations/implications – The main limitations of this research arise from the scarcity of works which aim to understand relationship quality in tourism destinations. To broaden results, it should be applied in other tourism destinations, products, services and experiences. Practical implications – Destination managers should give relationships a special role in their tourism development programmes in rural tourism contexts. Social implications – Rural tourism destinations and companies are generally small-sized organisations that need managerial tools. These can benefit from developing sustainable relationships. Originality/value – The significant role played by relationship quality regarding destination loyalty is studied in detail in this model.

Keywords

• loyalty
• relationship marketing
• relationship quality
• partial least squares pls technique
• rural destinations