Mario Arias, miembro del grupo SBRlab, publica con Juan José Blázquez y Santiago Gutiérrez el artículo ‘Proposal for Lines of Research Into Consumer Behavior: Examples in the Tourism Industry.
Departing from the high relevance that loyalty plays in the promotion of tourist destinations, the study of the variables that result in loyalty is key. For this reason, there are myriads of studies devoted to the analysis of the variables that result in loyalty, especially considering either or both attitudinal and behavioral loyalty; in turn, relatively less frequent are the studies that also/instead consider active and passive loyalty. Withing this research line, we go one step further and propose the importance of focusin on the study of the variables that are conducive to attitudinal and behavioral loyalty; moreover, within attitudinal loyalty, we also acknowledge the distinction of two further types of loyalty, that is, active attitudinal and passive attitudinal loyalty. This opinion paper aims at adding knowledge to the field of consumer behavior in tourism, proposing the importance of studying the variables that are able to drive loyalty in a very differentiated way (active attitudinal loyalty, passive attitudinal loyalty, and behavioral loyalty).