Abstract

MARTINEZ-GONZALEZ, José Alberto; PARRA-FUMERO, Eduardo  and  PADRON-LOPEZ, Noemi. STRATEGIC DETERMINANTS FOR LOYALTY FORMATION IN YOUNG RESIDENTS. THE CASE OF THE CANARY ISLANDS. Innovar [online]. 2017, vol.27, n.64, pp.75-90. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v27n64.62370.

The objective of this study is to determine the strategic variables that influence loyalty formation in the young resident of a tourist destination shaped by isles and within a context of domestic tourism. Using a sample of 678 young residents of the Canary Islands (Spain), a meaningful structural model that includes variables related with the company, the touristic product and the resident is formulated. Results show that market orientation constitutes the first link in a chain of effects that lead to loyalty, and that satisfaction is the unique variable that directly determines loyalty. Results also confirm no significant differences in such perceptions due to sex, isle of residence or the number of trips made. Such finding brings to light the generational nature of the study and the possibility of generalizing conclusions about this segment of the population for other destinations.

Keywords : Resident; resident loyalty; market orientation; resident satisfaction; familiarity.

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