Service-Dominant Logic in tourism: the way to loyalty

Abstract

Many tourist destinations have focused heavily on attracting a growing number of new visitors each year. However, recent changes in the tourism market have led to the need for new strategies oriented towards retaining already existing visitors. Service-Dominant Logic (S-D Logic) is a new orientation that allows greater competitive advantage by recognising the active role of tourists in the creation of their own experiences. The main purpose of this paper is therefore to develop a theoretical model based on S-D Logic in order to increase levels of tourist loyalty. An in-depth analysis of foundational premises has allowed us to identify the key aspects of this process. The proposed model was empirically tested, using a structural equation model with partial least-squares technique, on a sample of 763 tourists visiting Spanish tourism destinations. Research findings have evidenced that tourist loyalty is achieved through the development of relationship quality in the co-creation of tourist experiences. These results will help destination managers to achieve a greater competitive advantage through the development of customer-centric strategies. The relevance of this article also lies in its being one of the first attempts to develop practical measures for S-D Logic by applying them to tourism.

Impact of sustainable management policies on tourism companies' performance: the case of the metropolitan region of Madrid

“…From the external point of view, the existing literature is ample, and two key factors stand out for FP: practices related to the customer (satisfaction and loyalty) and practices related to the external improvement of the company image (Alonso-Almeida, 2012; Bagur-Femenías et al, 2013;Blazquez-Resino et al, 2013;Llach et al, 2013). Internally, employee performance clearly affects customer satisfaction in the tourism sector (Lin, 2012;Yuan, Chang, & Tzeng, 2012) and therefore FP (Alonso-Almeida & Rodríguez-Antón, 2011;Bagur-Femenías et al, 2013).…”

Differences of Perceived Image Generated through the Web Site: Empirical Evidence Obtained in Spanish Destinations

“…In this respect, the destination image is identified as a formative construct, where the image of each of the attributes of the destination forms the overall image. Currently, other constructs related to attitude are being analyzed using formative construct models (Zabkar et al, 2010; Blazquez-Resino et al, 2015). Even though the literature has paid less attention to the development of formative measurements, some previous studies (MacKenzie et al, 2005; Petter et al, 2007) have enabled the identification of a series of stages to be followed in the development of formative measurements (See Table 2).…”

La confianza como determinante del compromiso, la intención de regreso y la recomendación del turista por un destino: el caso de Cancún

“…Los destinos turísticos actualmente invierten en actividades orientadas a lograr la repetición de visitas y a estimular la confianza de los turistas actuales y potenciales (Fyall et al, 2003;Kozak, 2001;Matos Cámara y San Martín Gutiérrez, 2015;Blazquez-Resino et al, 2015). De este modo, los turistas buscan maximizar sus expectativas de valor a partir de sus experiencias.…”

“…Por consiguiente, y con miras a conseguir una experiencia de consumo integral, el enfoque de marketing sostiene que las relaciones para un destino deben ser consideradas como el esfuerzo integrado de los agentes implicados en el destino para identificar, mantener y crear una red personalizada con turistas por medio del acopio continuo de información para así elaborar estrategias de crecimiento y valor añadido a través de las interacciones durante un largo periodo (Blazquez-Resino et al, 2015;Fyall et al, 2003;Vargo y Lusch, 2004). De tal manera, para este artículo la confianza generada por los agentes del lugar resulta vital para el desarrollo de las relaciones que establecen los destinos con los visitantes, pero con una perspectiva de largo plazo.…”

“…De tal modo, durante la experiencia de visita los turistas experimentan una serie de percepciones y sensaciones al estar en contacto con el entorno (Rodríguez del Bosque y San Martín, 2008). Por lo tanto, la seguridad que el turista sienta por un destino tras las experiencias positivas obtenidas durante la visita será determinante en el desarrollo de la confianza, el compromiso afectivo, la repetición y la recomendación que lleva a cabo del lugar (Cristopher et al, 1991;Blazquez-Resino et al, 2015;Kozak, 2001;Morgan y Hunt, 1994;Prayag et al, 2017;Stylidis et al, 2017). En este sentido, se manifiesta la importancia del estudio de la visita del turista desde la óptica de la confianza y como factor determinante de la repetición y la recomendación por un territorio.…”