Understanding the dynamics of destination loyalty: a longitudinal investigation into the drivers of revisit intentions

Despite much previous research, gaps remain in our understanding of why satisfied tourists with positive destination images do not revisit favoured destinations. Recent research proposes sensory impressions as a complementary determinant of revisit intentions alongside destination image. This study initially compares how these two drivers influence changes in tourist behavioural loyalty over time, especially after the trip. Through a combination of a longitudinal field experiment and a survey, the studies found that a natural decline in willingness to revisit over time was largely associated with a fast fade-out of sensory impressions. Furthermore, we examined the effects on tourists with differing levels of experience, finding that for tourists who have visited several times, only sensory impressions play a significant role in willingness to revisit. Implications for tourism and hospitality industry recovery after the COVID-19 outbreak are outlined.