Heterogeneous determinants of tourists’ loyalty: A comparison between sun and beach and cultural heritage destinations

Purpose - This paper proposes to detect the determinants of tourists’ loyalty to accurately modelthe asymmetric responses of tourists. Methodology/Design/Approach - Loyalty is modelled by using an asymmetric Bayesian discrete choice model in two ways: the willingness to repeat a visit and to recommend a tourism destination. We use data from two destinations with different motivations to visit: a sun and beach destination (SBD, Barbados) and a cultural heritage destination (CHD, Ethiopia).Findings - The main results highlight several aspects. First, for a CHD, the ‘repeat visit pattern’occurs when previous visits are between two and four; additional visits are less likely to happen. On the contrary, for a SBD, tourists may establish a life-long relationship. Second, distance is an issue for tourists choosing a SBD, but not for a CHD. This relates to market structure, since SBD markets work under competition, whereas CHD markets function as natural monopolies. Finally,‘High level of studies’ is a key loyalty determinant in favor of a CHD, however, when that level is low, it provides an incentive to revisit a SBD, instead.Originality of the research – The paper proposes the use of methodology never before used in this field and obtains novel determinants when explaining loyalty.