Abstract
According to tourism researchers, "loyalty" is a critical factor in customer retention and acquisition by word of mouth and an important component of destination marketing. However, studies in this field have largely been conducted in Western countries, and not in Japan. There are several differences between the Japanese domestic tourism market and the corresponding markets in other countries. This study aims to test the QVS and relationship quality models, which have been tested in earlier studies, and to formulate a loyalty formation model adapted for Japanese conditions. The authors found a few differences between the existing models and the new model.
