Loyalty program in Africa: risk-seeking and risk-averse adventurers

Abstract

Purpose – This article aims to test the relationship between expected attractiveness-satisfaction-loyalty for international adventure tourists visiting Tanzania. The proposed model is based on travel consumer behavior theoretical constructs extracted from the literature. Design/methodology/approach – This article aims to test the relationship between expected attractiveness-satisfaction-loyalty for international adventure tourists visiting Tanzania. The proposed model is based on travel consumer behavior theoretical constructs extracted from the literature. Findings – The findings for overall model differed from the moderating factors of high risk, low risk, first-time visit and repeat visit. Also, the results are interesting when satisfaction is tested as a mediator. Practical implications – Practitioners could consider the fact that repeat visits may change tourists’ perceptions toward destination and may even increase their inclination to take on risks. This may impact innovation of consumer products in tourism. Also, policy makers could benefit on how loyalty programs can be developed to increase performance. Originality/value – The study offers specific strategic recommendations toward different groups of tourists (i.e. first-time, repeat visitors, risk averse, risk seeking) and proposes logic for setting up a loyalty program as a long-term strategy for success.

COVID-19 risk perception and tourist satisfaction: A mixed-method study of the roles of destination image and self-protection behavior

“…Specifically. Risk perception significantly influenced negative destination image, supporting previous studies ( Kozak et al, 2007 ; Mlozi, 2014 ; Kani et al, 2017 ; Nazir et al, 2021 ). Therefore, the greater a tourist’s risk perception, the more pronounced negative destination image, for example, when a tourist fears that an epidemic will affect the quality of tourism, this will reduce the enjoyment of the trip, or cause a change in travel plans during the trip.…”

Analysis Effect of Service Recovery on Customer Loyalty With Satisfaction and Wom (Word of Mouth) as Mediation Variables at Four-Star Hotels in Batam City

“…The results of H1 are following the research implemented by (Cheng et al, 2019); (Yunus & Rashid, 2016), it can be concluded that the better the service improvements provided by service providers include distributive justice, such as compensating service users with fair consideration between the two parties. The results of H2 are following the research implemented by (Breiby & Slåtten, 2018); (Mlozi, 2015); (Tan et al, 2017), it can be concluded that the more satisfied service users are using the services provided, it will have an impact on continuous use until loyal service users appear. The results of H3 are following the research implemented by (Nuns 2017;Sridhar & Ganesan, 2016;Velazquez et al, 2015), it can be concluded that the more happy service users are using the services provided, it will have an impact on spreading information positively by word of mouth.…”

“…Usually, loyal service users tend to resist changes in service providers and still maintain services that are already satisfied. If the customer is satisfied with the services provided, the customer's intention to visit again will increase (Mlozi, 2015). Satisfaction will show an emotional reaction that is influenced by expectations that are following the interests of service users, whether it is following the level of service they want or vice versa, then this satisfaction will increase the intention to continue to buy back, always want to use the facilities that have been provided previously and provide recommendations for facilities that are available to use on others (Tan et al, 2017).…”

Antecedents of Tourists’ Perceived Risks: Experience from Tanzania

“…The findings also revealed that the tourists were concerned about a number of risks when they visited Tanzania. This means that if people perceive more risks, they will fear traveling to Tanzania in the future (Mlozi, 2014). In addition, they would not recommend the country to their friends and relatives.…”