An investigation of domestic tourists' loyalty to a nature-based tourist setting from a relational and transactional perspective at the Victoria Falls World Heritage site

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Graduate Student Theses, Dissertations, & Professional Papers

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Kwenye, Jane Musole
The University of Montana; University of Montana
Destination loyalty; Natural tourist settings; Perceived value; Place attachment; Satisfaction; Service quality
thesis / dissertation description
It is a common belief that Zambian citizens would prefer to vacation in other countries rather than visiting their own natural tourist settings. The primary goal of this study was to understand how to foster loyal relationships between Zambian domestic tourists and a natural setting by investigating factors that influence domestic tourists' loyalty to the Victoria Falls World Heritage site. Destination loyalty was the central concept employed in this study and was examined from both a relational and transactional perspective. Place attachment constituted the relational variable, while satisfaction, service quality and perceived value were the transactional variables.