THE 3 A'S OF STOPOVER DESTINATION ATTRACTIVENESS: ACCESS, AMBIENCE, AND ATTRACTIONS

There has been relatively little research investigating the phenomenon of stopovers during long haul air travel. The aim of this exploratory study was to identify determinants of stopover destination attractiveness. Quantitative data was collected from consumers in two countries in the northern hemisphere and two in the southern hemisphere. The survey instrument was informed by previously published qualitative research involving personal interviews in the four countries, to identify salient attributes of stopover destinations. Data from the 2000 participants in the current study identified three dimensions of destination attractiveness in the context of a stopover during long haul international air travel, which positively influence attitudinal loyalty. The findings contribute to an emerging field of research into stopover destinations. Also, the results provide tourism marketers with practical insights into the influence of previous visitation on travellers' perceptions of stopover destinations, and the potential determinants of destination attractiveness in the context of stopovers during long haul air travel.