[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"doc-detail-121984-en":3,"doc-seo-121984-105":30,"detail-sidebar-cat-0-en-105":91},{"code":4,"msg":5,"data":6},0,"success",{"doc_id":7,"user_id":8,"nickname":9,"user_avatar":10,"doc_module":4,"category_id":11,"category_name":12,"doc_title":13,"doc_description":14,"doc_content":15,"file_id":16,"file_url":17,"file_type":18,"file_size":19,"view_count":4,"is_deleted":4,"is_public":20,"is_downloadable":20,"audit_status":20,"page_count":21,"language":22,"language_code":23,"site_id":24,"html_lang":23,"table_of_contents":25,"faqs":26,"seo_title":27,"seo_description":14,"update_tm":28,"read_time":29},121984,5909877438554,"Maeve","https://ap-avatar.wpscdn.com/avatar/5600025385ad2bf12a7?_k=1778553567797529272",8,"Research & Report","Exploring Travel Agencies Customers’ Loyalty Motives Through Machine Learning Analysis - Article","This article identifies how the purchase decision for package travel changed and which motives shaped customers’ buying behavior and forms of loyalty during the COVID-19 pandemic. A literature review and field research support the study, using content analysis for secondary sources and an indirect CAWI survey with N = 1,508 respondents for primary data. Machine learning is applied through variable importance and random forest modeling. Results show reduced purchase frequency during the pandemic threat, domestic travel adaptation, and loyalty sustained toward travel agencies.","Marketing and Trade  \nExploring travel agencies customers’ loyalty motives throught machine learning analysis  \nAndrzej Dudek1, Daria E. Jaremen2, Izabela Michalska-Dudek3, Pavlina Pellesova4  \n1 Wroclaw University of Economics and Business, Faculty of Economics and Finance, Department of Econometricsand Computer Science, Poland, ORCID: 0000-0002-4943-8703, [andrzej.dudek@ue.wroc.pl](andrzej.dudek@ue.wroc.pl);  \n2 Wroclaw University of Economics and Business, Faculty of Management and Business, Department of Marketing and Tourism Management, Poland, ORCID: 0000-0001-8726-7573, [daria.jaremen@ue.wroc.pl](daria.jaremen@ue.wroc.pl);  \n3 Wroclaw University of Economics and Business, Faculty of Management and Business, Department of Marketing and Tourism Management, Poland, ORCID: 0000-0003-2804-6513, [izabela.michalska-dudek@ue. wroc.pl](izabela.michalska-dudek@ue. wroc.pl)[ ](izabela.michalska-dudek@ue. wroc.pl)(corresponding author);  \n4 Silesian University in Opava, School of Business Administration in Karvina, Department of Tourism and Leisure Activities, Czech Republic, ORCID: 0000-0002-2595-923X, [pellesova@opf.slu.cz](pellesova@opf.slu.cz).  \nAbstract: This article focuses on identifying the directions of changes in the decision-making process of purchasing package travels and the motives determining this purchase, as well asthe impact of these motives on the affective, behavioral and global loyalty of travel agency customers during the COVID-19 pandemic. To achieve the research goal, a literature review and field research were conducted. In the case of secondary sources, the content analysis method was used to examine them, while data from primary sources (N = 1,508) were collected using an indirect survey technique (CAWI). The data analysis was carried out using machine learning – the variable importance method and the random forest algorithm. The obtained results allowed us to conclude that during the period of threat of the COVID-19 virus pandemic, tourist packages had been purchased less frequently, and buyers either had limited their trips to domestic trips or had adapted their travel destinations to the changing pandemic situation. The most important motivators that determined the choice of a travel agency during the COVID-19 pandemic were an attractive offer, a wide selection of package travels, previous positive experiences and trust in the organiser. It was also confirmed that in the face of the pandemic threat, buyers of package travels had been loyal to travel agencies. The use of machine learning allowed for more in-depth analyses and identification of motives that had a key impact on the development of buyer loyalty during the pandemic. The factors identified in the study encouraging buyers of package travels to maintain long-term relationships with their suppliers are belief in the value of the travel agency’s offer, trust in the travel agency, individual approach travel agency employees, efficient service in the travel agency, and a wide selection of package travels.  \nKeywords: Tourist package, travel agency, customer behavior, random forest, COVID-19 pandemic.  \nJEL Classification: D12, Z31, Z33.  \nAPA Style Citation: Dudek, A. , Jaremen, D. E. , Michalska-Dudek, I. , & Pellesova, P. (2024) . Exploring travel agencies customers’ loyalty motives throught machine learning analysis. E&M Economics and Management, 27(2), 201–220 . [https://doi.org/10.15240/tul/001/2024-2-012](https://doi.org/10.15240/tul/001/2024-2-012)  \nIntroduction  \nThe sale of organised tourist trips offered by tour operators constitutes one third of global tourism  \nrevenues (Statista, 2021) . These trips are called many names, e.g. , tourist packages, package holidays, tourist services packages, and  \n201  \n202  \nMarketing and Trade  \npackage travels (according to Directive (EU) 2015/2302 of the European Parliament and of the Council of November 25, 2015, on package travel and linked travel arrangements, amending Regulation (EC) No. 2006","cbCainA0Uzun3EfT","https://ap.wps.com/l/cbCainA0Uzun3EfT","pdf",1426636,1,20,"English","en",105,"# Introduction\n## Research aim and context\n## Data collection and methodology\n## Machine learning analysis and findings\n# Motives and loyalty outcomes","[{\"question\":\"What is the main goal of the study?\",\"answer\":\"To determine how the decision-making process for purchasing package travel changed and which motives influenced purchase behavior and loyalty during the COVID-19 pandemic.\"},{\"question\":\"How was the research data collected and analyzed?\",\"answer\":\"The study combines a literature review with field research, using content analysis for secondary sources and an indirect CAWI survey with 1,508 respondents. Machine learning methods include variable importance and a random forest algorithm.\"},{\"question\":\"Which motives were most important for choosing a travel agency during COVID-19?\",\"answer\":\"Key motivators included an attractive offer, a wide selection of package travels, previous positive experiences, and trust in the organizer.\"}]","Exploring Travel Agencies Customers’ Loyalty Motives Through Machine Learning Analysis - Article | PDF",1785808147,50,{"code":4,"msg":31,"data":32},"ok",{"site_id":24,"language":23,"slug":33,"title":13,"keywords":34,"description":14,"schema_data":35,"social_meta":86,"head_meta":88,"extra_data":90,"updated_unix":28},"exploring-travel-agencies-customers-loyalty-motives-through-machine-learning-analysis-article","",{"@graph":36,"@context":85},[37,54,68],{"@type":38,"itemListElement":39},"BreadcrumbList",[40,44,48,51],{"item":41,"name":42,"@type":43,"position":20},"https://docshare.wps.com","Home","ListItem",{"item":45,"name":46,"@type":43,"position":47},"https://docshare.wps.com/document/","Document",2,{"item":49,"name":12,"@type":43,"position":50},"https://docshare.wps.com/document/research-report/",3,{"item":52,"name":13,"@type":43,"position":53},"https://docshare.wps.com/document/exploring-travel-agencies-customers-loyalty-motives-through-machine-learning-analysis-article/121984/",4,{"url":52,"name":13,"@type":55,"author":56,"headline":13,"publisher":58,"fileFormat":61,"inLanguage":23,"description":14,"dateModified":62,"datePublished":62,"encodingFormat":61,"isAccessibleForFree":63,"interactionStatistic":64},"DigitalDocument",{"name":9,"@type":57},"Person",{"url":41,"name":59,"@type":60},"DocShare","Organization","application/pdf","2026-08-04",true,{"@type":65,"interactionType":66,"userInteractionCount":4},"InteractionCounter",{"@type":67},"ViewAction",{"@type":69,"mainEntity":70},"FAQPage",[71,77,81],{"name":72,"@type":73,"acceptedAnswer":74},"What is the main goal of the study?","Question",{"text":75,"@type":76},"To determine how the decision-making process for purchasing package travel changed and which motives influenced purchase behavior and loyalty during the COVID-19 pandemic.","Answer",{"name":78,"@type":73,"acceptedAnswer":79},"How was the research data collected and analyzed?",{"text":80,"@type":76},"The study combines a literature review with field research, using content analysis for secondary sources and an indirect CAWI survey with 1,508 respondents. 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