Approaches to Building Customer Loyalty in Fishing Tourism Destinations

Аннотация

This article presents a theoretical analysis of ACCEPTED 08 August 2025 PUBLISHED 21 August 2025 approaches to building customer loyalty in the fishing VOLUME Vol.07 Issue 08 2025 tourism sector amid shifting behavioral patterns, increasing importance of intangible factors, and growing CITATION Yaroslav Boiko. (2025). Approaches to Building Customer Loyalty in relevance of the sustainability agenda. The study is Fishing Tourism Destinations. The American Journal of Management based on an interdisciplinary framework incorporating and Economics Innovations, 7(8), 116–121. https://doi.org/10.37547/tajmei/Volume07Issue08-09 territorial marketing, behavioral psychology, and sustainable tourism concepts. The focus is placed on COPYRIGHT © 2025 Original content from this work may be used under the terms comparing loyalty models grounded in trust, identity, of the creative commons attributes 4.0 License. emotional experience, and perceived sustainability. A content analysis of sources covering various types of fishing tourism (experiential, recreational, cultural) was conducted, identifying key factors influencing tourists’ behavioral and affective attachment to destinations. It was established that a universal trajectory of loyalty formation involves a sequence: engagement in digital interaction, trust formation, sustainable loyalty, and value co-creation. Three theoretical models—service- dominant logic, place identity, and service quality— were examined and compared in terms of focus, cultural context, and applicability. The study highlights regional differences in loyalty strategies and offers practical recommendations for tourism operators, including digital personalization, community development, and emphasis on sustainable consumption. This article will be of interest to tourism researchers, territorial marketing specialists, and practitioners seeking to increase repeat visits and ensure long-term audience retention. Keywords: loyalty, fishing tourism, trust, place identity, sustainability, engagement, value experience, service, repeat visit, territorial marketing.