Current Issues in Tourism
Editor: C. Michael Hall (Department of Management, College of Business and Economics, University of Canterbury, Christchurch, New Zealand) and Chris Cooper (Foundation Professor of Tourism, University of Queensland, Australia) Michael and Chris are joint editor of the book series Aspects of Tourism. Reviews Editor John Jenkins (University of Newcastle, NSW, Australia)
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Volume: 5 Number: 1 Page: 45–53
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Visitor Loyalty in Sport Tourism: An Empirical Investigation
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Rachna Gandhi-Arora and Robin N. Shaw
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This paper reports research regarding the relationship between consumer loyalty, satisfaction, and novelty seeking, including an analysis of these constructs as reflected in the published literature. A
telephone survey was conducted of 500 city residents, focusing on their visitation of special events, including sporting events. It was found that satisfaction was somewhat positively related to interest
in attending the same sporting event, and the intention to actually visit the sporting event again. However, novelty seeking was virtually unrelated to both interest in attending the same sporting event,
and the intention to actually visit the sporting event, and unrelated to satisfaction. Novelty seeking in general, or in relation to special events particularly, performed similarly as a predictor. Further
research is needed to clarify the role of other moderating variables, such as the feeling of involvement in sporting events, and to investigate segmentation aspects which might be operating in relation
to specific sporting events and tourists.
© Multilingual Matters 2002
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