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Leisure activities, and their associated trips, account for a significant percentage of US households ’ annual travel. Unfortunately, due to the variety and flexibility of these activities, leisure travel behavior is still not well understood, especially with respect to its travel context (i.e. how easy is it to access a destination and/or the intrinsic recreation value of travel to pursue a leisure activity). Furthermore, no unified conceptual understanding of leisure loyalty (or supporting empirical analysis) has emerged. This paper introduces a unified conceptual framework for considering leisure activity loyalties within a travel context, based on two distinct elements of leisure loyalty behavior- destination satisfaction and activity involvement. The framework is based on the notion that individuals ’ leisure activity involvement is situational, and is heightened by specific travel context instances or circumstances. As a result, three new measures are introduced that incorporate travel context: general, independent, and dedicated activity loyalty. Additionally, this paper undertakes a unique empirical analysis to further support the inclusion of travel context in leisure activity loyalty. The analysis employs a unique 2001 NHTS dataset comprised of households ’ daily and long-distance leisure activities within a