Нива на туристическа лоялност към дестинацията и фактори за повишаването й

Abstract

The paper contains а review of the different theories for investigation of the loyalty towards tourist destination and the opinion of the author for the empirical indicators suitaЫe for investigation of the tourist loyalty. The first part of the paper includes review of all types of"stress factors" which are influencing negatively the level of tourist loyalty. The second part of the paper includes the analysis of а survey conducted Ьу the author in "Sunny Beach" destination and а number of conclusions and directions for tourist loyalty improvement. The main contribution of the paper is the conceptualization of 4-level model of the tourist loyalty based on the survey results which can Ье used in survey methodology for tourist loyalty investigation.