Enhancing rural destinations’ loyalty through relationship quality

Enhancing rural destinations’ loyalty through relationship quality

Purpose – The literature on the factors generating loyalty towards tourism destinations has seldom focussed its attention on relationship marketing, which has left a gap in the understanding of destination loyalty. This paper aims to examine the influence of relationship quality on rural destination...

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Bibliographic Details
Main Authors: Helena Alves, Ana María Campón-Cerro, José Manuel Hernández-Mogollón
Format: Article
Language:English
Published: Emerald Publishing 2019-09-01
Series:Spanish Journal of Marketing-ESIC
Subjects:
loyalty
relationship marketing
relationship quality
partial least squares pls technique
rural destinations
Online Access:https://www.emerald.com/insight/content/doi/10.1108/SJME-09-2018-0041/full/pdf?title=enhancing-rural-destinations-loyalty-through-relationship-quality

Internet

https://www.emerald.com/insight/content/doi/10.1108/SJME-09-2018-0041/full/pdf?title=enhancing-rural-destinations-loyalty-through-relationship-quality

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