Użyteczność krańcowa a lojalność wobec miejsca docelowego
Marginal utility vs. repeat visitation in tourism destination

Summary/Abstract: The paper outlines a conceptual model depicting the influence of motivations for tourism travel on the marginal utility of repeated visits to familiar destinations. Literature sources suggest the existence of meaningful differences in marginal utility due to different travel motivations, which also translates into discrepancies in experienced satisfaction levels and tendency for loyalty behavior. Among motivations that tend to lower the chance for a returning visit are excitement and novelty seeking. On the other hand, loyalty for reception places may be greater for individuals who are looking for peaceful, safe and restful environments, or who are travelling for sentimental reasons, for example to return to locations they are fond of from childhood. Being a conceptual work, this study draws on the existing literature.

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