Studies of factors generating loyalty to tourism destinations have included extensive research into transactional marketing variables, but researchers have neglected relationship variables and, thus, have developed only a partial understanding of loyalty. This study proposes a study model of factors generating destination loyalty – applied specifically to rural tourism –and thereby seeks to enrich the transactional marketing perspective (image, quality and value) with a focus on relationships (trust, attachment and satisfaction). The integration of the transactional and relational submodels are tested as antecedents of overall satisfaction and destination loyalty. The results are based on an online survey of 464 rural tourists. The data were analysed using the partial least squares technique, revealing that transactional models need to be enriched with relationship variables such as trust and attachment. Efforts to improve destinations’ image and their perceived quality are at best a fragmented strategy if relationship variables are not included, as these are clearly important to destination success.

对产生对旅游目的地忠诚度的因素的研究包括对交易营销变量的广泛研究，但是研究人员忽略了关系变量，因此仅对忠诚度有了部分了解。这项研究提出了一种研究模型，该模型专门研究乡村目的地旅游业产生目的地忠诚度的因素，从而力求通过关注关系（信任，依恋和满意度）来丰富交易营销的观点（形象，质量和价值）。交易和关系子模型的集成作为整体满意度和目的地忠诚度的先决条件进行了测试。结果是基于对464位乡村游客的在线调查得出的。使用偏最小二乘技术分析数据，揭示了交易模型需要使用诸如信任和依恋之类的关系变量来丰富。如果不包括关系变量，那么改善目的地形象和感知质量的努力充其量只是零散的策略，因为这些显然对目的地的成功很重要。