Examining the relationship between online distribution channels and tourist satisfaction and loyalty

Authors

Keywords:

Tourism Distribution System, Internet Travel Payment, Internet Travel Planning, Trip Satisfaction, Tourist Destination Loyalty, Online Channel

Abstract

Although the Internet and e-commerce have contributed positively to the tourism sector, there is not much empirical research on the transformation of distribution channels or that considers the use of the Internet in travel planning as an antecedent of tourist satisfaction and loyalty. This paper aims to test the influence of online distribution channels in trip planning by tourists on their general satisfaction level and their loyalty towards the destination and to differentiate the profile of digital and traditional tourists. Quantitative research techniques are used to analyse the dataset of 1,387 surveys of tourists visiting the province of Burgos, Spain. Among those surveyed, 65% search for information online and 54% book or pay for services online. According to ordinal regression analysis, the use of online channels does not significantly influence the level of satisfaction, but according to binary logistic regression, it does significantly influence loyalty. The findings provide valuable information for developing marketing strategies in tourism organisations and support decision-makers in creating competitive tourism destinations that are resilient to the demographic challenge of depopulation.

Author Biographies

  • Paula Antón Maraña, Department of Applied Economics, Faculty of Economics, University of Burgos
    Master's Degree in Business Intelligence and Big Data in Cyber-Secure Environments and Bachelor's Degree in Business Administration and Management at the University of Burgos (Spain). Currently, she is a PhD student in Economics at the University of Burgos (Spain).
  • Julio César Puche Regaliza, Department of Applied Economics, Faculty of Economics, University of Burgos
    PhD (Cum Laude) in Industrial Engineering at the University of Valladolid. Currently, he is an Associate Professor in the Area of Quantitative Methods for Economics and Business Administration at the University of Burgos.
  • Pablo Arranz Val, Department of Applied Economics, Faculty of Economics, University of Burgos
    PhD in Economics at the University of Burgos. Currently, he is an Associate Professor in the Area of Quantitative Methods for Economics and Business Administration at the University of Burgos.
  • Santiago Aparicio Castillo, Department of Applied Economics, Faculty of Economics, University of Burgos
    Master's Degree in Quality Management at the University of Burgos (Spain) and Bachelor's Degree in Economics and Business Sciences at the University of Alcalá de Henares (Spain). Currently, he is an Associate Professor in the Area of Quantitative Methods for Economics and Business Administration at the University of Burgos.

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31.10.2023

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Examining the relationship between online distribution channels and tourist satisfaction and loyalty. (2023). Tourism & Management Studies, 19(4), 7-20. https://www.tmstudies.net/index.php/ectms/article/view/1889

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