NR 33
2014
FOLIA TURISTICA
MULTIDIMENSIONALITY AND DETERMINANTS
OF CONSUMER LOYALTY IN TOURIST SERVICES
Izabela Michalska-Dudek*
Abstract
Purpose. The purpose of this article is to present the essence and polymorphism of the loyalty
concept, as well as to identify the determinants of consumer loyalty in the tourism market.
Method. The method used was a review of literature for utilitarian purposes and cognitive
purposes of a heuristic nature and based on the analysis and evaluation of previous research
projects and existing publications covering the subject matter.
Findings. The subject literature review confirms that while consumer loyalty to a destination
and the broadly understood accommodation services constitute the frequent objective of re-
search, the consumer loyalty of travel agents is rarely analyzed. The above conclusions indicate
the need for conducting research and undertaking attempts to explain consumer loyalty in the
tourism market in this particular area.
