The role of market mavens in co-creating tourist experiences and increasing loyalty to service providers (original) (raw)
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Co-creating tourist experiences to enhance customer loyalty and travel satisfaction
Purpose – The purpose of this paper is to highlight the need for cooperation between tourists and travel professionals in creating a memorable visitor experience. The objectives of the study are twofold: first, to explain the concept of tourist experience co-creation and, second, to explore the relationships among tourist experience co-creation, customer satisfaction, overall travel satisfaction and customer loyalty towards travel professionals. Methodology – The study uses constructs from past literature. A survey was conducted on a convenience sample of 422 Croatian residents who had travelled at least once in the year prior to the study. The hypotheses were empirically tested and validated by partial least square structural equation modelling (PLS-SEM). Findings – Participation in the co-creation process of an experience, together with travel professionals, positively affects customer satisfaction. Further, customer satisfaction with co-creation has a positive effect on overall travel satisfaction and customer loyalty to travel professionals. There is also evidence that overall travel satisfaction positively affects customer loyalty to service provider. Contribution – This study contributes to the knowledge of tourist experience co-creation within the theory of service-dominant logic and customer behaviour. The scientific contribution is found in testing the influence of tourist experience co-creation on tourist satisfaction and loyalty. The applicable contribution emphasises the necessity to include tourists as an active, involved and participating part in the process of providing services. Their involvement in this process will positively affect their satisfaction and loyalty.
The paper explores the co-creation of the tourist experience with travel professionals and its impact on improving quality of life through satisfaction with the general trip experience. Hence, it adds to the existing body of literature by emphasizing the role of experience marketing in co-creating the tourist experience and its contribution to the quality of life. The paper builds on previous research concerning the concepts of tourist experience co-creation (Mathis, 2013) and quality of life (Neal, Uysal & Sirgy, 2007). A survey was conducted on a convenience sample of 422 Croatian residents, who had travelled at least once in the year prior to the study. The hypotheses were empirically tested and validated by implementing partial least square structural equation modelling (PLS-SEM). Findings indicate that the co-creation of tourist experiences does influence satisfaction with the general trip experience, which, in turn, impacts the perceived quality of life. The paper also provides implications for travel professionals on how to improve their offer by using the postulates of experience marketing.
Indian Journal of Science and Technology, 2016
Objectives: The paper attempts to develop a post-visit model that focuses on evaluation of consumer's internal and external satisfactions factors and their influence on destination loyalty in terms of revisit and recommendation. Methods/ Statistical Analysis: The study proposes to understand the relationship between the constructs of satisfaction and loyalty in the post-visit stages of a leisure holiday using the concepts of intrinsic and extrinsic factors of travel. The methods used are Exploratory Factor Analysis and Structural Equation Modeling technique. The demographic factors of age and education are inserted as control variables to identify whether there is a direct or inverse correlation between age, education and the dependent variable of loyalty. Findings: A tourist will revisit and recommend a destination only if satisfied with the experience. The results of the post visit model signify that internal satisfaction has a positive impact on destination loyalty whereas external satisfaction is not a significant factor in building destination loyalty. The findings highlight that internal satisfaction factors influence external satisfaction factors and this also, emphasizes the importance of internal satisfiers. Due to severe competition between destinations offering alike attributes, it is of utmost importance for service providers to identify needs and desires of consumers to offer those services that create a delightful experience. Conclusion/Improvements: The findings can help tourism service providers to increase marketing efficiencies by developing strategically appealing improvements in service features that increase destination attractiveness to different tourist groups creating loyal customers.
CO-CREATION OF EXPERIENCE VALUE: A TOURIST BEHAVIOUR APPROACH
see http://www.cabi.org/cabebooks/ebook/20143234492, 2014
This chapter first describes what is and what constitutes a memorable experience and addresses afterwards the issue of how to engage tourists to collaborate in the co-creation of such experiences. The chapter considers involvement in tourist experiences as a mediator and moderator variable in value co-creation. In particular, after defining the involvement construct, discussing its measurement, and presenting the different research methodologies that have been used to investigate it, the chapter discusses the main implications and consequences of tourists' involvement in the delivery of tourism experiences. Strategies that could be adopted in order to encourage tourists' engagement with the tourism firms and destinations are provided at the end of the chapter. Together with these managerial and marketing implications for tourism managers, future lines of research that may be identified from gaps identified in the literature are also discussed.
Service-driven Advocacy: From Tourists’ Felicity to Preeminent Destination Loyalty
Asian Journal of Business Research
Innovative endeavours targeting the tourism industry has prevailed as crucial attempts in cultivating tourist satisfaction and restoring destination image, while overcoming severe backlash of the Covid-19 pandemic in recent years through reconstructing destination loyalty. Founded above the established groundwork of Stimulus-Organism-Response (SOR) Theory, this study aims to examine the influence of service innovation on destination loyalty in the Malaysian tourism industry. A self-administered survey was conducted among 400 international tourists who visited Malaysia. Usable data was collected from 322 international tourists and analysed using the structural equation modelling technique. Obtained findings indicate the significance of interrelationships between service innovation, tourist satisfaction, destination image, and destination loyalty, with destination image being a mediating factor on tourist satisfaction and destination loyalty. Given intense competition of the tourism i...
The Impact of Motivations, Perceptions and Satisfaction on Tourists' Loyalty
International Journal of Hospitality & Tourism Systems, 2016
Over the last fifty years tourism has grown to be one of the major industries in the world, playing an important role in the economies of many countries. Recent tourism marketing researches focus mainly on competitiveness, attractiveness, tourist loyalty to a destination, tourist satisfaction and perceived service quality, and destination image. In this study, tourist behaviour can be regarded as an aggregate construct, comprising pre-visit determinants for destination choice (e.g., motivation); on-site experience (e.g., perception); post-visit evaluation (e.g., satisfaction); and future behavioural intentions (destination loyalty). Combined, these factors help to understand comprehensive destination visitor behaviour. Identifying motivations of visitors and increasing the service quality of destinations are viable ways for destinations to remain competitive. In order to secure or expand Egypt tourism market share, tourism marketers in Egypt should pay close attention to travelers' behaviour and their perceptions of Egypt as a tourism destination. This study aims to: Understand and examine the theoretical and empirical evidence on the causal relationships among tourist motivations, tourist perceptions and tourist satisfaction and destination loyalty and examine tourists' motivations and perceptions of Egypt as a tourism destination to gain a better understanding of tourists' behavior finally, examine the relationship between satisfaction and loyalty. To achieve these aims a self field questionnaire was used to collect information. Path analysis used to study the relationships among variables. 400 tourists were investigated as a sample and the collected Questionnaires are 232 ones which represent a response rate of 58%. The important findings indicated that tourists' motivations and perceptions had an effective influence on satisfaction as well as willingness to return, both motivations and perceptions are significantly affecting satisfaction and also motivations, perceptions and satisfaction are significantly affecting loyalty.
Determinants of Destination Loyalty and the Mediating Role of Tourist Satisfaction
Tourism Analysis, 2016
Within the tourism literature, many researchers recognize destination loyalty to be critical for the sustainable development of tourist destinations during the mature stage of life cycle. This study features a structural model designed to identify the most important determinants of tourist loyalty, with a specific focus on the complex role of tourist satisfaction. Empirical results based on a representative sample of 483 international tourists in Thailand reveal that the satisfaction of tourists fully mediates the effects of push and pull motivations and perceived value for money on destination loyalty, and that it partially mediates the relationship between perceived service quality and destination loyalty. These findings suggest that the success of efforts by destination management organizations to attract return travelers pivots on building tourist satisfaction. Destination managers should also continuously improve and measure tourists' perceptions of service quality at tourism destinations.
Current Issues in Tourism, 2019
This study examines tourist loyalty in creative tourism comprising of experience quality, perceived value, satisfaction, and motivation as its antecedents and assesses the mediation role of motivation in the development of tourist loyalty. The data was collected from four creative tourism attractions in Bandung, Indonesia. Self-administrated questionnaires were distributed to tourists after they experienced the attraction. In total, 369 useful questionnaires were collected with the hypotheses developed examined using Partial Least Square method. This study discloses that experience quality, perceived value, tourist satisfaction, and tourist motivation are key factors that determine tourist loyalty towards a creative attraction. Likewise, this study highlights that the influence of tourist loyalty determinants (on tourist loyalty), is partly mediated by tourist motivation. Lastly, this study discloses that among the loyalty determinants, experience quality has the biggest effect on tourist loyalty. These results offer a better understanding for both scholars and practitioners of creative attraction businesses on how to develop their clients' loyalty.
2023
Tourism is one of the most important service industries in the world today. It is not only the pillar industry of the national economy, but also has important economic, social, cultural and Environmental Values. Due to the increasingly fierce competition among tourist destinations, the demand for tourists is becoming more diverse. Loyal tourists help stabilize market share, reduce marketing costs and improve Customer lifetime value. This study applies relevant theories and adopts a combination of quantitative and qualitative research methods to explore the impact mechanism of destination image, service innovation, and perceived value on tourist loyalty. The research results indicate that the image of tourist destinations, service innovation, and perceived value have a positive impact on tourist loyalty, while the image of tourist destinations and service innovation mediate tourist loyalty through perceived value. The results of this study contribute to providing reference and inspiration for tourism destinations and tourism enterprises, and provide new ideas and methods for theoretical research and practical applications in the tourism discipline.