Measuring South Africa destination loyalty levels through recommending and complaining framings
The study aims to analyse how framing (recommending versus complaining) affects the measurement of destination loyalty. It focuses on international tourists who visited South Africa, and evaluated loyalty through the two framings. The study tests whether loyalty can be measured by reversing the scal...
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2025-01-01
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| Series: | Research in Hospitality Management |
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| Online Access: | https://www.tandfonline.com/doi/10.1080/22243534.2025.2459080 |
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| author | Concepción Román Juan Carlos Martín Engelina du Plessis |
| author_facet | Concepción Román Juan Carlos Martín Engelina du Plessis |
| author_sort | Concepción Román |
| collection | DOAJ |
| description | The study aims to analyse how framing (recommending versus complaining) affects the measurement of destination loyalty. It focuses on international tourists who visited South Africa, and evaluated loyalty through the two framings. The study tests whether loyalty can be measured by reversing the scale based on complaining, assuming that a lack of complaints is positively related to the recommending framing. The study employs a hybrid fuzzy TOPSIS method and fuzzy clustering to analyse tourist responses. The dataset includes eight items related to key service sectors: accommodation, attractions, food and beverages, and immigration services. A three type fuzzy clustering solution is obtained to classify the respondents based on their likelihood to recommend or complain. The study identifies drivers and barriers influencing loyalty behaviour in two controversial quadrants: those who neither recommend nor complain, and those who recommend while complaining. Key barriers include shopping motivations and travelling with extended family, while drivers include being a postgraduate and travelling with children. The results indicate that framing significantly affects how tourists express their loyalty, finding that different wording leads to varied responses. Framing of loyalty constructs has a crucial impact on results, thereby offering new insights for scholars and practitioners in tourism loyalty measurement. |
| format | Article |
| id | doaj-art-e90975a71a394e1aae6e7be1ad230ba7 |
| institution | DOAJ |
| issn | 2224-3534 2415-5152 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Research in Hospitality Management |
| spelling | doaj-art-e90975a71a394e1aae6e7be1ad230ba72025-08-20T03:21:42ZengTaylor & Francis GroupResearch in Hospitality Management2224-35342415-51522025-01-01151849410.1080/22243534.2025.2459080Measuring South Africa destination loyalty levels through recommending and complaining framingsConcepción Román0Juan Carlos Martín1Engelina du Plessis2Institute of Tourism and Sustainable Economic Development, Universidad de Las Palmas de Gran CanariaInstitute of Tourism and Sustainable Economic Development, Universidad de Las Palmas de Gran CanariaTREES, School of Tourism Management, North-West University, Potchefstroom, South AfricaThe study aims to analyse how framing (recommending versus complaining) affects the measurement of destination loyalty. It focuses on international tourists who visited South Africa, and evaluated loyalty through the two framings. The study tests whether loyalty can be measured by reversing the scale based on complaining, assuming that a lack of complaints is positively related to the recommending framing. The study employs a hybrid fuzzy TOPSIS method and fuzzy clustering to analyse tourist responses. The dataset includes eight items related to key service sectors: accommodation, attractions, food and beverages, and immigration services. A three type fuzzy clustering solution is obtained to classify the respondents based on their likelihood to recommend or complain. The study identifies drivers and barriers influencing loyalty behaviour in two controversial quadrants: those who neither recommend nor complain, and those who recommend while complaining. Key barriers include shopping motivations and travelling with extended family, while drivers include being a postgraduate and travelling with children. The results indicate that framing significantly affects how tourists express their loyalty, finding that different wording leads to varied responses. Framing of loyalty constructs has a crucial impact on results, thereby offering new insights for scholars and practitioners in tourism loyalty measurement.https://www.tandfonline.com/doi/10.1080/22243534.2025.2459080destination imageeco-extended apostle modelfuzzy cluster segmentationfuzzy logicTOPSIStriangular fuzzy numbers |
| spellingShingle | Concepción Román Juan Carlos Martín Engelina du Plessis Measuring South Africa destination loyalty levels through recommending and complaining framings Research in Hospitality Management destination image eco-extended apostle model fuzzy cluster segmentation fuzzy logic TOPSIS triangular fuzzy numbers |
| title | Measuring South Africa destination loyalty levels through recommending and complaining framings |
| title_full | Measuring South Africa destination loyalty levels through recommending and complaining framings |
| title_fullStr | Measuring South Africa destination loyalty levels through recommending and complaining framings |
| title_full_unstemmed | Measuring South Africa destination loyalty levels through recommending and complaining framings |
| title_short | Measuring South Africa destination loyalty levels through recommending and complaining framings |
| title_sort | measuring south africa destination loyalty levels through recommending and complaining framings |
| topic | destination image eco-extended apostle model fuzzy cluster segmentation fuzzy logic TOPSIS triangular fuzzy numbers |
| url | https://www.tandfonline.com/doi/10.1080/22243534.2025.2459080 |
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