Negotiated self-authenticated experience and homeland travel loyalty: implications for relationship marketing

Abstract

This study examines the relationship between negotiated self-authenticated experiences on attitudinal and behavioural loyalty. A purposive sample of Indian diaspora, based in the USA, is examined. The results unpack need for a negotiated self-authenticated experience through engagement with the homeland's perceived objectively authentic settings and environments. Furthermore, its significant influence on attitudinal loyalty is unveiled.

Keywords:

• negotiated authenticity
• loyalty
• relationship marketing