Tourist Loyalty to Tour Operator: Effects of Price Promotions and Tourist Effort

Abstract

This article analyzes the formation of the tourist loyalty to tour operator and the effects of price promotions and the consumer's search for price promotions in the scheme of perceived price perceived quality satisfaction loyalty to tour operator. The main results indicate that perceived quality is the primary antecedent of tourist loyalty to tour operator. This variable affects loyalty to tour operator directly and positively, as well as indirectly by means of satisfaction. Second, price promotions do not directly erode the tourist loyalty to tour operator. The relationship that exists is indirect and low in quantity. Third, the effort invested by the tourist to find price promotions acts as a mediating variable of price promotions, such that the more intensive the consumer's search for advantageous prices, the lower the negative and indirect effect of price promotions on consumer loyalty.