Revealing the secrets of tourist loyalty in recreational vehicle experiences: a dual-Lens analysis through the two-factor theory

Drawing on the theory of the customer loyalty ladder, we built a three-rung tourist loyalty ladder in RV experiences on an online RV-sharing platform: satisfaction, rebooking intention, and recommendation. Grounded in two-factor theory, our results show that basic facilities (regarded as hygiene factors) tend to raise tourists’ cognition-centered analysis and dissatisfaction, negatively impacting their rebooking intentions and recommendations. Conversely, host services (seen as motivator factors) can lead to tourists’ affect-driven analysis and satisfaction, positively influencing their rebooking intentions and recommendations. Our research provides some valuable theoretical and practical insights.