This study investigates the role of trustworthiness and effective communication in the development of guests’ loyalty within the hotel sector. We propose and test a conceptual model that differentiates between two types of loyalty: attitudinal and behavioral. As hotels can control and manage how they communicate their desired characteristics to guests, we posit effective communication and a hotel’s trustworthiness as the key concepts in building loyalty. This study reports on the findings of a study based on 322 hotel guests. Data were analyzed using structural equation modeling. The results reveal that implementing effective communication methods leads to a trustworthy image, which in turn has a positive impact on attitudinal and behavioral loyalty. This research provides hotel managers with strategic directions for cultivating guest loyalty.
Bibliographical noteThis is an Accepted Manuscript of an article published by Taylor & Francis in
Journal of Hospitality Marketing and Management on 10/08/2018, available
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- attitudinal loyalty
- behavioral loyalty
ASJC Scopus subject areas
- Management Information Systems
- Tourism, Leisure and Hospitality Management