Title

Making the right stopover destination choice: The effect of assessment orientation on attitudinal stopover destination loyalty

Document Type

Article

Source of Publication

Journal of Hospitality and Tourism Management

Publication Date

6-1-2021

Abstract

This study investigates the interaction effect between previous stopover visitation and assessment orientation on destination loyalty. Using a quasi-experiment, benefiting from a sample of 200 travelers with a self-reported stopover experience in Dubai, it is found that travelers high in assessment orientation are more loyal to the destination. The effect of previous visitation on destination loyalty is enhanced for high assessors. This research is the first to apply regulatory mode theory to the stopover destination context in the destination marketing literature. From a practical perspective, destination marketers should segment potential visitors using assessment orientation and target on high assessors who have previously visited the stopover destination.

ISSN

1447-6770

Volume

47

First Page

462

Last Page

467

Disciplines

Business

Keywords

Assessment orientation, Attitudinal loyalty, Destination marketing, Dubai, Regulatory mode, Stopover

Scopus ID

85105490995

Indexed in Scopus

yes

Open Access

no

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