Title

Been there, done that: quasi-experimental evidence about how, why, and for who, a previous visit might increase stopover destination loyalty

ORCID Identifiers

0000-0002-2116-4018

Document Type

Article

Source of Publication

Current Issues in Tourism

Publication Date

1-1-2020

Abstract

© 2020, © 2020 Informa UK Limited, trading as Taylor & Francis Group. Despite stopovers being a part of long-haul air travel since commercial flights commenced over 80 years ago, the first published research on the phenomenon did not appear until 2016. Also, even though destination image has been the most researched construct in the destination marketing literature, no studies had measured perceptions of a destination in the context of a stopover until 2018. This study makes a contribution to this emerging research field by reporting how a quasi-experimental design found previous visitation enhances destination image and destination loyalty in the context of a stopover during long haul international air travel. However, this effect was weakened for individuals high in prevention focus. Conceptually, the research design is underpinned by Regulatory Focus Theory, which has rarely been reported in the destination marketing literature. The results have practical implications, for Dubai as a stopover destination, and for other destination marketing organizations responsible for emerging destinations or destinations in regions that have experienced negative publicity.

ISSN

1368-3500

Publisher

Routledge

First Page

1

Last Page

13

Disciplines

Social and Behavioral Sciences

Keywords

destination image, destination marketing organizations, DMO, Dubai, prevention, quasi-experimental design, regulatory focus, Stopover

Scopus ID

85087870825

Indexed in Scopus

yes

Open Access

no

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