TOURISM DESTINATION LOYALTY IN SINGAPORE

Abstract

Previous research has focused on identifying the differences in traveling behavior of first-time visitor and repeat visitor to a destination, however few studies have investigated the level of destination loyalty in tourists to a destination. Adopting the measurements of brand loyalty, this research has attempted to explore the existence of destination loyalty among tourists in Singapore. The results suggested that there is positive correlation between the tourist's satisfaction level, word-of-mouth about destination experiences and recommendations of the country for vacation. The results also show that although the high level of satisfaction derived from their current visit translates to higher probability to revisit the country; the destination loyalty among the tourists in Singapore is still not evident. It is discovered that the safeness in the country and a stable political environment are the two main factors attracting both the first-time visitors and repeat visitors to Singapore. This research also provided insights into the factors affecting tourist's decision to visit Singapore. Factor analysis reduced a comprehensive set of determinants of visits to a smaller set of significant factors. Factors affecting first-time tourist's decision include "country's attractions", "external influences", "safety", "recommendations" and "entertainment". Factors affecting repeat tourist's decision include "country's attractions", "external influences", "satisfaction", "exploration", "safety" and "accessibility".