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Munteanu Andrea Cipriana (University of Alba Iulia, Romania), Dobra Iulian Bogdan (University of Alba Iulia, Romania)
Considerations Regarding Relationship Between Tourists Satisfaction and Destination Loyalty
Związek między satysfakcją turystów i lojalnością wobec kierunku podróży
Progress in Economic Sciences, 2017, nr 4, s. 433-454, tab., bibliogr. 50 poz.
Słowa kluczowe
Turystyka, Usługi konsumpcyjne, Lojalność klientów, Zmienna objaśniająca
Tourism, Consumer services, Customer loyalty, Exogenous variable
Klasyfikacja JEL: Z31, Z32, Z33
streszcz., summ.
Okręg Alba, Rumunia
Alba County, Romania
Niniejsze badanie analizuje związek między satysfakcją turystów a ich lojalnością wobec kierunku podróży w okręgu Alba. Badania opierają się na danych zebranych w ramach umowy o badaniach rynku w sektorze turystyki w okręgu Alba. Analiza obejmuje lata 2013-2015 i 365 turystów. Badania pokazały, że 18 predyktorów (tj. prawie 55% wszystkich predyktorów) wpłynęło na spadek, a 15 niezależnych zmiennych wpłynęło na wzrost liczby odwiedzin turystów. Jeśli chodzi o zmienne dychotomiczne związane z satysfakcją turystów, dziesięć zmiennych egzogennych wywołało pozytywną reakcję w liczbie odwiedzin, a dziesięć z nich negatywną. Elastyczność liczby wizyt w odniesieniu do Log(wydatki) wynosi około -0,0959, co sugeruje, że jeśli poziom wydatków wzrośnie średnio o 10 procent, liczba odwiedzin turystów zmniejszy się o około 1 procent. Tak więc liczba wizyt jest bardzo wrażliwa na zmiany zarówno zmiennych związanych z satysfakcją turystyczną, jak i wydatkami turystów indywidualnych.(abstrakt oryginalny)

This study analyse the relationship between tourists satisfaction with destination loyalty in Alba County. The research is based on data collected from a market research contract in the tourism sector in Alba County and the period submitted for analysis is 2013 - 2015, when there have been identified 365 tourists. Regarding the methodology, one can notice that into Equation Estimation, Least Squares Options, we selected "White" for Coefficient covariance matrix. Also, we pointed out Standard deviation for Type weights options, and for Weighted series we selected Log(Expenditure). According to log-log regression model estimation output, 18 predictors determined a decrease (i.e. almost 55% from total predictors) and 15 independent variables determined an increase in the tourists' number of visits. In terms of the dichotomous variables related to tourist satisfaction, it was highlighted that ten of exogenous cause a positive reaction in Number of Visits and ten of them a negative one. The elasticity of Number of Visits with respect to Log(Expenditure) is about -0.0959, suggesting that if the level of expenditure goes up by 10 percent, on average, the tourists' number of visits goes down by about 1 percent. Thus, Number of Visits is very responsive to changes both variables related to tourist satisfaction and in personal tourist's expenditure.(original abstract)
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Pełny tekst
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