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Gauging an industry standard of attitudinal loyalty for vacation lodging in the USA

Box 19469 – COBA, University of Texas at Arlington, Arlington, TX 76019–0469, USA Tel: 817–272–2283; Fax: 817–272–2854; markpete{at}uta.edu

Deepa S. Iyer

In this study, we use a theoretically-grounded approach to creating an index of attitudinal-loyalty for vacation lodging among consumers in the USA. This Vacation-Lodging Attitudinal-Loyalty Index (VLALI) is constructed using a largescale, multi-cross-sectional data collection effort and results with an industry average for consumers’ attitudinal-loyalty assessments for lodging used on vacation. The industry average of 80.3 (plus or minus 0.21) on a 0 to 100 scale is shown to be remarkably consistent over the 49 waves of data collection covering the 25 months of the study. Consequently, scholars, industry executives and lodging managers now have an industry standard for understanding vacationers’ ratings of lodging attitudinal-loyalty comprised of 1) perception of price-value, 2) overall customer satisfaction, and 3) intent to return. In general, the results of this study suggest that vacationers’ attitudinal loyalty for lodging is relatively good, stays consistent over time, and remains generally uniform across demographic groups.

Key Words: loyalty • vacation lodging • index • industry standard • benchmar

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