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Division of customer retention activities between DMO and lodging provider: Insights from the basis of repurchase intention likelihood

Authors :
Laesser, Christian
Crouch, Geoffrey I.
Tremblay, Pascal
Boyle, Alicia
Publication Year :
2005
Publisher :
N.T., 2005.

Abstract

This paper contributes to conceptualizing the division of tasks between DMO and lodging provider with regard to customer retention measures, based on the stated likelihood of visitor's intention for a repeat trip as a (possible) result of their satisfaction with regard to (1) the offerings of a destination, (2) the chosen accommodation and (3) the overall trip, differenti-ated according to the number of previous trips taken to a given destination. On the basis of a comprehensive hypotheses model, numerous interrelations were measured by means of an OLS regression. The data used is representative for the case of leisure travel by the Swiss population, serving as a model for a well developed travel market. The results revealed a dominant role of the satisfaction from the services of the chosen accommodation, while the importance of the offerings of a destination rapidly loses significance as the number of repeat trip increases. Furthermore, overall trip satisfaction is linked more closely to the satisfaction from the services of a chosen accommodation. With regard to cus-tomer retention and measures increasing the likelihood return trips, these results imply a domi-nant role of the accommodation sector within the tourism industry. Key words: Quality, satisfaction, customer retention, hospitality industry.

Subjects

Subjects :
other research area

Details

Language :
English
Database :
OpenAIRE
Accession number :
edsair.od.........2..11ebacd92d95cc848801b571cf3900e6