The impact of perceived unfavorable weather on tourist loyalty in high-altitude destinations: The case of the Qinghai-Tibet plateau, China

The impacts of poor weather on tourist destination are insufficiently understood. This study tested the effect of unfavorable weather on tourist loyalty to a destination under different weather conditions, taking into account tourist preferences. Data were collected from tourists who engaged in weather-based sightseeing (n = 231) and from those who did not (n = 286) in the Qinghai-Tibet plateau, China. The results showed that perceived unfavorable weather negatively affected tourist loyalty to this destination if the same weather was assumed to occur there in the future. Perceived unfavorable weather however positively affected loyalty to the destination under the assumption that weather would improve in the future, especially among weather-based sightseeing oriented tourists. Furthermore, landscape aesthetics were found to be the key factor in determining the degree of weather unfavorability. The findings of this study provide insight into the effects of perceived unfavorable weather on destination loyalty and suggest directions for destination managers to increase visitation. Management implications: This study offers several practical implications for destination managers and marketers. To begin with, they should adjust their marketing strategies to integrate tourists' weather expectations and perceptions. To detect any potential dissatisfaction, post-travel weather satisfaction surveys should be conducted. Additionally, marketing strategies such as emails or brochures can be employed to reconstruct the destination image by showcasing aesthetic landscapes under good weather conditions. Moreover, weather forecast services should be improved by including cloud cover and visibility-related variables to encourage visitation, with accurate weather forecasts tailored to the specific needs of tourists. Lastly, destinations must diversify their tourism products and markets in order to adapt to climate change; for instance, by diversifying the tourism market and attracting different types of tourists who are less dependent on weather, such as cultural or food tourists.