Loyalty has been defined in overly simple ways especially for travel products in tourism setting. The aim of this study is to find out and identify the loyalty perceptions of a travel product. A group package tour （...Loyalty has been defined in overly simple ways especially for travel products in tourism setting. The aim of this study is to find out and identify the loyalty perceptions of a travel product. A group package tour （GPT） is selected to represent the travel product in this study for its covering diversified types of travel products, such as adventure package tours, recreational package tours, and other themed package tours, which can fit in with many travel settings. Structural equation modeling （SEM） was employed to test the research data and conceptual framework. The research findings show that, unlike tangible products, service products such as a GPT could have two different loyalty perceptions, namely, loyalty of the travel agency （brand） and loyalty of the product category.展开更多
文摘Loyalty has been defined in overly simple ways especially for travel products in tourism setting. The aim of this study is to find out and identify the loyalty perceptions of a travel product. A group package tour （GPT） is selected to represent the travel product in this study for its covering diversified types of travel products, such as adventure package tours, recreational package tours, and other themed package tours, which can fit in with many travel settings. Structural equation modeling （SEM） was employed to test the research data and conceptual framework. The research findings show that, unlike tangible products, service products such as a GPT could have two different loyalty perceptions, namely, loyalty of the travel agency （brand） and loyalty of the product category.
