Customer Engagement Towards Tourism Destinations: Interests, Definition and Measurement
Behavioral loyalty in tourism has many limitations, as it is subject to the constraints and motivations of tourists. Recently introduced in relational marketing, the concept of “Customer Engagement” is mobilized for its ability to overcome the vision according to which the re-visit, unlikely in the case of Small Island Destinations (SIDs), would be a relevant indicator of competitiveness. The objective is to discuss the transposition of the concept to the field of tourism within the individual/destination relationship. The contribution lies in the proposal of a definition and a multidimensional measurement scale tested on the destination “Reunion Island” with 572 individuals.