Showing papers by "Elisabeth Kastenholz published in 2006"

Studying Visitor Loyalty to Rural Tourist Destinations

Abstract: High levels of competition nowadays registered within the tourism industry lead to an increased interest, among those responsible for tourist destination marketing, in creating and sustaining destination loyalty among visitors. This paper focuses first on the concept of destination loyalty, then on its potential relevance in the rural tourism context and finally presents an analysis of the determinants of destination loyalty for a rural tourist destination in Portugal, applying binary logistic regression analysis. The analysis was undertaken based on the responses to a survey undertaken in North Portugal between summer 1998 and summer 1999. Results reveal the applicability of the binary regression models, with most relevant determinants of likelihood to come back being prior visits, as well as dimensions of the destination image. However, there are differences identifiable for the domestic versus international tourist market encountered in the region, particularly as far as the role of image determinants is concerned.

O Marketing de Destinos Turísticos – O seu significado e potencial, ilustrado para um Destino Rural

Abstract: The present paper discusses the concept of destination marketing, its role and potential for the effective and sustainable planning and management of a destination, stressing the specificity of the “destination product” and the corresponding adaptations necessary within the marketing process. This reflection is further sustained by a discussion of results and implications of a market study undertaken in rural areas in North Portugal.