Towards a new approach of destination loyalty drivers: satisfaction, visit intensity and tourist motivations

This study explores the linear and non-linear effects of previous experiences in a tourist destination (satisfaction and visit intensity) on the intention to return and to make a positive recommendation to others. We also consider the external drivers or the appeal of the destination as well as individuals' internal drivers as moderating factors in intensity–loyalty and satisfaction–loyalty relations. The analysis conducted on a sample of 687 tourists in a UNESCO World Heritage Site in Spain supports a non-linear effect of satisfaction on the intention to return. Moreover, time intense and expenditure intense visits positively impact the intention to return when the motivation for the trip is internal, yet have a negative effect if tourist motives are external.