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Predicting destination choice — A discussion of destination loyalty

School of Tourism and Hotel Management, Griffith University, Gold Coast, Queensland, Australia, M.Oppermann{at}gu.edu.au

Successfully predicting tourism destination choice by potential travellers would be an invaluable advantage to managers and marketers. This paper reviews the literature on brand loyalty, destination choice and repeat visitation behaviour. Based on this review it argues that previous destination choice over a long time period would provide the necessary information to segment (potential) tourists into loyalty segments which in turn will provide destination marketers with valuable information for more cost-effective target marketing. While this article does not test the predictive value of the loyalty typology, it suggests that there is a close linkage between previous destination purchase history and future purchase behaviour.

Key Words: destination choice • destination loyalty • tourism forecasting

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