Towards the conceptualization of tourism destination loyalty

Consumer loyalty is an attractive field of research to managers in the retail industry and recently there have been studies into the tourists' propensity to spend consecutive vacations in one specific destination. This chapter proposes a conceptualization for destination loyalty by following the route set out by Jacoby and Chestnut (Brand Loyalty Measurement rind Management, John Wiley & Sons, Chichester, 1978). The proposed destination loyalty concept also incorporates the psychological need for consistency (and variety) in everyday life by acknowledging the motivational power of the optimum stimulation level (OSL).