Despite the widespread acceptance that loyalty is a major driving force in successful companies, tourism destination loyalty has not been investigated. This study explores the application and usefulness of destination loyalty. Based on the brand loyalty literature, a number of loyalty measurements are suggested. The application of two measurement approaches to primary data on lifelong travel patterns by New Zealand residents indicate their validity. Through the collection and analysis of data on tourists’ destination loyalty, destinations will be able to determine the composition of its customers with respect to their destination loyalty. It will also facilitate a better forecasting and demand estimation.
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