Abstract

Satisfaction is commonly considered important in predicting future behavioral loyalty in tourism contexts. However, few attempts have been made to find out if the role of satisfaction intensifies involvement as a factor contributing to loyalty, and if the loyalty process for residents and tourists in the context of cultural and historic festivals is the same. Therefore, this study examined the loyalty process of residents (n=181) and tourists (n=227) who attended the Tulip Time Festival in Holland, Michigan, measuring the relationship between involvement, satisfaction, and likelihood of returning to the festival. The results showed that tourists' loyalty is not assured by satisfaction and as such is different from that of residents. A more dynamic relationship between residents and tourists was suggested to increase tourists’ loyalty.

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The role of satisfaction and involvement in loyalty: Comparing residents and tourists

Satisfaction is commonly considered important in predicting future behavioral loyalty in tourism contexts. However, few attempts have been made to find out if the role of satisfaction intensifies involvement as a factor contributing to loyalty, and if the loyalty process for residents and tourists in the context of cultural and historic festivals is the same. Therefore, this study examined the loyalty process of residents (n=181) and tourists (n=227) who attended the Tulip Time Festival in Holland, Michigan, measuring the relationship between involvement, satisfaction, and likelihood of returning to the festival. The results showed that tourists' loyalty is not assured by satisfaction and as such is different from that of residents. A more dynamic relationship between residents and tourists was suggested to increase tourists’ loyalty.