Links Between Swiss Hotel Guests' Product Involvement and Brand Loyalty

Involvement has been studied for 30 years, but how product involvement is linked to brand loyalty in four- or five-star leisure hotels needs further examination. This study examines how Swiss leisure travelers' product involvement with a hotel relates to loyalty to the hotel brand. Findings demonstrate moderately high involvement levels yet weaker brand loyalty impacted by the tourist's desire to visit different destinations. Involvement antecedents “pleasure” and “sign value” show strong relationships, suggesting that tailored marketing strategies are needed to enhance involvement. Some potential involvement-enhancing strategies are discussed in the conclusions to the study.