The case for process approaches in loyalty research in tourism

The article reviews the literature on loyalty in consumer behaviour with particular emphasis on the difficulties of interpreting repeat purchasing in terms of loyalty. Problems of conceptual definition and measurement are examined in the context of tourism. A case is made for seeing the concept of loyalty as a process rather than as a state. In this respect two approaches related to information processing are suggested as possible research approaches. Psychological cost‐benefit technique and methods associated with optimum stimulation level are discussed. Copyright © 2001 John Wiley & Sons, Ltd.