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Developing a better understanding of the complexities of visitor loyalty to Karijini National Park, Western Australia

Moore, S.A., Rodger, K. and Taplin, R.H. (2017) Developing a better understanding of the complexities of visitor loyalty to Karijini National Park, Western Australia. Tourism Management, 62 . pp. 20-28.

Link to Published Version: http://dx.doi.org/10.1016/j.tourman.2017.03.012
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Abstract

Visitor loyalty is essential for the future of parks; however our knowledge of it is poor and confounded by conceptualisation and measurement issues with loyalty often considered a single construct. Furthermore, previous research has focussed on loyalty to a single destination rather than loyalty to a park system. This paper analyses the loyalty intentions of visitors to Karijini National Park, Western Australia. Relationships between loyalty measures to this park and to parks generally are explored. Rather than a single construct, loyalty was evidenced by three dimensions within an increasing hierarchy of effort – a) visiting another park, b) referring and recommending, and c) advocating, paying, volunteering, and visiting again. Visitors who wanted access to friendly, helpful rangers were more likely to undertake loyalty behaviours requiring greater effort. Further refining loyalty's multiple dimensions is an important focus for future research complemented by recent efforts to match loyalty measures with actual visiting behaviour.

Publication Type: Journal Article
Murdoch Affiliation: School of Veterinary and Life Sciences
Publisher: Elsevier
Copyright: © 2017 Elsevier Ltd
URI: http://researchrepository.murdoch.edu.au/id/eprint/36279
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