1. Purdue Tourism and Hospitality Research Center www.purdue.edu/tourism
Tourism Loyalty:
An Extended Communicative
Action Model
Suh-hee Choi
Jeong-Nam Kim
Liping A. Cai
PURDUE TOURISM AND HOSPITALITY
RESEARCH CENTER

2. INTRODUCTION
?
Communicative
Loyalty
Action
PURDUE TOURISM AND HOSPITALITY
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3. ?
Tourism Communicative
Loyalty Action
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4. PURPOSE
Tourism Communicative
Loyalty Action
PURDUE TOURISM AND HOSPITALITY
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5. COMMUNICATIVE ACTION IN TOURISM
• Extension of communicative action in
problem solving (CAPS)
PURDUE TOURISM AND HOSPITALITY
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6. Communicative
action
in
tourism
Information Information Information Information Information Information
seeking attending forefending permitting forwarding sharing
Acquisition Selection Transmission
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7. LOYALTY-BASED
COMMUNICATIVE ACTION IN TOURISM
Tourist
loyalty
Communicative
action
in
tourism
Information
Information Information
Information Information Information Information
Information Information
Information
seeking attending forefending permitting forwarding
forwarding sharing
Acquisition Selection Transmission
PURDUE TOURISM AND HOSPITALITY
RESEARCH CENTER

8. Classifying Loyalty Groups
• Dick and Basu’s (1994) dichotomization is
adopted.
Attitude
Low High
High
Spurious Loyalty True Loyalty
Behavior
Low
Low Loyalty Latent Loyalty
PURDUE TOURISM AND HOSPITALITY
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9. COMMUNICATIVE ACTION BY
LOYALTY GROUPS
Information Acquisition
Commuincative activeness
low loyalty spurious loyalty latent loyalty true loyalty
Information Information
Seeking Attending
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10. COMMUNICATIVE ACTION BY
LOYALTY GROUPS
Information Selection
Commuincative activeness
low loyalty spurious loyalty latent loyalty true loyalty
Information Information
Forefending Permitting
PURDUE TOURISM AND HOSPITALITY
RESEARCH CENTER

11. COMMUNICATIVE ACTION BY
LOYALTY GROUPS
Information Transmission
Commuincative activeness
low loyalty spurious loyalty latent loyalty true loyalty
Information Information
Forwarding Sharing
PURDUE TOURISM AND HOSPITALITY
RESEARCH CENTER

12. IMPLICATIONS AND CONCLUSION
• Broadens scopes of tourism-related
communicative action
• Applications of communication theory to
tourism
• Possibility of model extension
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13. Thank you.
PURDUE TOURISM AND HOSPITALITY
RESEARCH CENTER