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This study is an attempt to increase the understanding of the hunting tourism customer. The purpose of the paper is to explore the characteristics, motivations, values and expectations of Finnish hunting tourists, and to try to distinguish between different types among them.

Twelve semi‐structured, narrative, face‐to‐face interviews were conducted. The study was conceived within an interpretive paradigm, in which a central aim is to understand the subjective world of the human experience. Constant comparison was used as a method of data analysis.

Several common features were distinguished among the interviewees. First, hunters' attitudes towards shooting and the importance of a bag have changed during the years. Second, a difference between an ordinary hunting experience and a hunting tourism experience was perceptible. Third, willingness to experience something new related to hunting was the most important hunting tourism motivation. The fourth common feature was the importance of the social component hunting tourism. Three different types of hunting tourists could be identified: responsible hunting tourists, adaptable hunting tourists and achievement‐oriented hunting tourists. The major distinguishing factors were the hunters' attitudes towards shooting, game farming and social relationships during the hunting trip.

The study is one of the few to investigate hunters as tourists.

This paper's purpose is to develop a meaning-based framework for customer loyalty by examining how consumers make sense of customer loyalty through meanings and metaphors.

A qualitative study based on in-depth interviews and focus group data in the retail context was conducted with Finnish customers. The data were analysed with qualitative data analysis techniques such as the constant comparative technique.

The empirical findings comprise eight loyalty meanings characterised by two dimensions. The first dimension is reflexive vs. routinised, and the second dimension is private vs. social. The loyalty types are dimensionalised through four metaphors: loyalty as freedom of choice; as being conventional and binding; and as belongingness.

The findings improve the way customer loyalty currently is understood in the retail setting. The paper proposes that customer insight that utilises thick data can be used to grasp loyalty meanings. These data are rich in context and detail, and they take into account customers' everyday lives. Utilising thick data in the form of storytelling fuels customers' meaning-making related to customer loyalty, potentially enriching their relationship with the retailer.

Customer loyalty has been driven largely by a transactional and company-centric perspective. This article presents an alternative view of customer loyalty that accounts for the variety of meanings that customers may assign to their loyalty-related thoughts and behaviours.