Description
The purpose of this editorial is to introduce the reader to six articles related to consumer
behavior in tourism destinations
International Journal of Culture, Tourism and Hospitality Research
Advances in tourism marketing research: introduction to a special issue on consumer behavior in tourism destinations
J uergen Gnoth Luisa Andreu Metin Kozak
Article information:
To cite this document:
J uergen Gnoth Luisa Andreu Metin Kozak, (2009),"Advances in tourism marketing research: introduction to a special issue on consumer
behavior in tourism destinations", International J ournal of Culture, Tourism and Hospitality Research, Vol. 3 Iss 2 pp. 99 - 102
Permanent link to this document:http://dx.doi.org/10.1108/17506180910962104
Downloaded on: 24 January 2016, At: 22:07 (PT)
References: this document contains references to 11 other documents.
To copy this document: [email protected]
The fulltext of this document has been downloaded 3362 times since 2009*
Users who downloaded this article also downloaded:
Lan-Lan Chang, Kenneth F. Backman, Yu Chih Huang, (2014),"Creative tourism: a preliminary examination of creative tourists’
motivation, experience, perceived value and revisit intention", International J ournal of Culture, Tourism and Hospitality Research, Vol. 8
Iss 4 pp. 401-419http://dx.doi.org/10.1108/IJ CTHR-04-2014-0032
Antónia Correia, Metin Kozak, J oão Ferradeira, (2013),"From tourist motivations to tourist satisfaction", International J ournal of Culture,
Tourism and Hospitality Research, Vol. 7 Iss 4 pp. 411-424http://dx.doi.org/10.1108/IJ CTHR-05-2012-0022
Luiz Moutinho, (1987),"Consumer Behaviour in Tourism", European J ournal of Marketing, Vol. 21 Iss 10 pp. 5-44http://dx.doi.org/10.1108/
EUM0000000004718
Access to this document was granted through an Emerald subscription provided by emerald-srm:115632 []
For Authors
If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service
information about how to choose which publication to write for and submission guidelines are available for all. Please visit
www.emeraldinsight.com/authors for more information.
About Emerald www.emeraldinsight.com
Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than
290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional
customer resources and services.
Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE)
and also works with Portico and the LOCKSS initiative for digital archive preservation.
*Related content and download information correct at time of download.
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Guest editorial
Advances in tourism marketing research:
introduction to a special issue on consumer
behavior in tourism destinations
Juergen Gnoth, Luisa Andreu and Metin Kozak
Abstract
Purpose – The purpose of this editorial is to introduce the reader to six articles related to consumer
behavior in tourism destinations.
Design/methodology/approach – The paper introduces the papers in this special issue.
Findings – Tourists are part of the tourism production process. They engage with supply networks and
interact with destinations.
Originality/value – The paper provides an introduction to six contributions that are particularly relevant
for understanding and managing the content of the interaction between the network nodes, in particular
business-to-consumer relationships.
Keywords Tourism, Consumer behaviour, Experience, Customer satisfaction
Paper type General review
Introduction
Guba (1990) suggests that there are three levels of scienti?c inquiry:
1. the paradigmatic;
2. the theoretical; and
3. the empirical.
The paradigm de?nes the body of beliefs and assumptions about how truth is to be
constituted and perceived. This then fertilizes the theories and models that form to explain
the paradigm, inspire the ontology and help determine suitable methods. Finally, but not the
least important, empirical research is conducted to test theories in a wide variety of contexts
and with different methodologies. The present IJCTHR special issue on consumer behavior
at tourism destinations focuses on the empirical level and, in particular, on the creation of
value and satisfaction, the bene?ts of variety-seeking under different time perspectives, and
on motivational differences moderated by age, intentions and expectations.
The contributions presented here were all submitted to the Advances in Tourism Marketing
Conference September 2007, held in Valencia, Spain. The theme of that conference was
Destination and Event Marketing: Managing Networks. This theme was designed to bring
together the most up-to-date thinking in network research. Network research (Mitchell, 1969;
Wassermann and Faust, 1994) seeks to understand phenomena as they occur in the wider
social context of groups, clusters, or (sub)cultures. Of particular interest therefore are the
questions of what the shape of the network (topology) is, who is in?uencing whom and what
DOI 10.1108/17506180910962104 VOL. 3 NO. 2 2009, pp. 99-102, Q Emerald Group Publishing Limited, ISSN 1750-6182
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 99
Juergen Gnoth is based at
the University of Otago,
Dunedin, New Zealand.
Luisa Andreu is based at
the University of Valencia,
Valencia, Spain. Metin
Kozak is based at Mugla
University, Mugla, Turkey.
Received: April 2008
Revised: June 2008
Accepted: August 2008
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shape or form the interaction takes, what resources ?ow, and how ef?cient the network is in
facilitating that ?ow.
The present contributions to this special issue of IJCTHR are particularly relevant for
understanding and managing the content of the interaction between the network nodes, in
particular business-to-consumer relationships. In the most general terms, this content relates
to ?ows of information between nodes. In particular, it refers to the content of the interaction
between tourists and operators, and its qualities, roles and impact on how the tourism system
functions (Bieger, 2004; Leiper, 1990; Woodside and King, 2001) and delivers value (Vargo
and Lusch, 2004). The description of that information as a result of a certain point of view can
be as important as the formation and measurement of that information in order to verify its
ontology. By understanding, for example, that motivations to travel are moderated by age (see
the contribution by Gonza´lez, Rodr? ´guez, Miranda and Cervantes), or how price may have
different, non-linear effects on satisfaction and loyalty (see Campo and Yagu¨e), we are
enlightened as to how the communications ?owing through demand and supply networks
might be interpreted and how they affect the shape and stability of networks. In this way, the
content of the subsequent research papers either helps us qualify, characterize, and explain
the (lack of) relationships, or even improve relationships between network nodes.
The role of variety seeking in short and long run revisit intentions in holiday
destinations
The main contribution of this paper by Bigne´ , Sa´ nchez and Andreu is two-fold. First,
researchers have rarely considered the temporal dimension when analyzing the
antecedents of intentions to revisit, despite the usefulness of this approach in improving
the understanding of tourists’ intentions to return. Second, the research focuses on speci?c
variety seeking – that is, the propensity to seek variety in a concrete product category, rather
than general variety seeking, which is the usual approach.
The understanding of the antecedents of destination revisit intention is an important research
topic both in academia and the tourismindustry (Jang and Feng, 2007). Bigne´ et al. highlight
the relevance of past switching behavior, switching costs and speci?c variety seeking in the
short term, while long-term intention to return is mainly determined by satisfaction along with
speci?c variety seeking. Destination managers may provide and communicate
multi-products to ful?ll tourists’ variety seeking needs and strengthen their perceived
value. Understanding variety seeking in tourism destinations from a cross-cultural
perspective becomes an interesting issue for further research.
Conceptualizing tourist satisfaction at the destination level
Dmitrovic´ , Cvelbar, Kolar, Brenc? ic? , Ograjens?ek, and Z
?
abkar offer a novel conceptualization
of customer satisfaction measurement at the level of a tourist destination. The authors
suggest that the model can be used as a standard framework for the continuous monitoring
of tourist satisfaction. It aims to provide DMOs and their stakeholders with a comprehensive
tool for understanding the key factors of destination competitiveness and service quality
improvement. The model includes a set of outcomes leading to customer satisfaction and
thereby provides a conceptual basis for the development of a ‘‘universal, parsimonious,
short and easily applicable measurement instrument’’.
Exploring nonlinear effects of determinants on tourists’ satisfaction
Campo and Yagu¨ e analyze the relationship between the main antecedents of consumer
satisfaction in tourist services: perceived quality and price. The results of this research
identify:
B that the tourist’s perception of quality exercises a positive and signi?cant effect on his or
her satisfaction, an effect greater in magnitude than the effect of perceived price; and
B two components are instrumental in the total effect of perceived price on satisfaction –
these components have opposite signs, i.e. the negative effect of the sacri?ce that the
consumer perceives and the positive effect that shows the action of price as a sign of
quality.
PAGE 100
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INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
VOL. 3 NO. 2 2009
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A framework for tourist expectations
Rodr? ´guez del Bosque, San Mart? ´n, Collado and Garc? ´a de los Salmones analyze the factors
in?uencing tourist expectations which, in turn, in?uence satisfaction and value-creation for
tourists. The authors identify four components of tourist expectations:
1. past experience;
2. external communication;
3. word-of-mouth communication; and
4. preconceived image of the tourist site.
The intangible nature of tourist experiences explains the signi?cant role of destination image,
external (e.g. advertising or word-of-mouth) and internal sources (past experiences) to form
tourists’ expectations. Rodr? ´guez del Bosque et al. corroborate the formation of tourist
expectations research considering a second-factor model. However, the perceived
destination image is a complex construct with its own antecedents (see Andreu et al.,
2000). For instance, projected image of destinations (e.g. marketing communications)
in?uence the perceived image. Furthermore, tourists’ motivations and attitudes play an
important role on destination image (Moutinho, 1987) and expectations formation (Gnoth,
1997).
Cognitive age as a criterion explaining elderly tourists’ motivations
Gonza´ lez, Rodr? ´guez, Miranda and Cervantes introduce the concept of cognitive age and its
advantages as a variable when segmenting the market of people aged 55 years and above.
After a good overview of the various methodologies relating to cognitive age, this
investigation is one of the few applications of this criterion to segmentation of senior citizens
undertaking tourist journeys of longer duration. Furthermore, it is the sole piece of research
so far undertaken to investigate the construct of age to determine its usefulness in an
individualized manner.
Consumer behavior in a religious event experience: an empirical assessment of
value dimensionality among volunteers
Consumer behavior in destinations encompasses not only tourists but also residents,
especially when destinations host special events. In those cases, volunteers can be
considered as a newset of stakeholders within an emergent topic of tourismresearch. Being
a volunteer in a mega event is a consumption experience, but researchers have mostly
studied this phenomenon in sports and cultural settings using variables such as motivation
or satisfaction. Gallarza, Arteaga, Florista´ n and Gil’s paper presents volunteering in a
religious mega-event. It uses Holbrook’s dimensions of consumer value in order to assess
the bene?ts volunteers derive from actively helping and advising visitors to the event. The
results of testing a SEMmodel have con?rmed the reliability and validity of Holbrook’s scales
of ef?ciency, social value, play and spirituality in the context of volunteering for a religious
mega event. Here, the volunteering experience encompasses functional, social, hedonist
and spiritual facets of consumer behavior, which are also related to satisfaction and loyalty
as determinants of commitment to volunteering.
In summary then, while these six contributions stand on their own merits, they contribute to
the discussion of hownetworks can best be managed. In particular, they help us understand
on what sort of premises tourists and volunteers engage with supply networks or how they
perceive messages and extract bene?ts. Tourists are part of the tourismproduction process.
They thereby help shape the quality, stability and ef?ciency of its underlying networks.
References
Andreu, L., Bigne´ , J.E. and Cooper, C. (2000), ‘‘Projected and perceived image of Spain as a tourist
destination for British travelers’’, Journal of Travel and Tourism Marketing, Vol. 9 No. 4, pp. 47-67.
Bieger, T. (2004), Tourismuslehre: Ein Grundriss, Haupt Verlag, Bern.
VOL. 3 NO. 2 2009
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PAGE 101
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Gnoth, J. (1997), ‘‘Tourism motivation and expectation formation’’, Annals of Tourism Research, Vol. 24
No. 2, pp. 283-304.
Guba, E.G. (1990), The Paradigm Dialog, Sage Publications, London.
Jang, S.C. and Feng, R. (2007), ‘‘Temporal destination revisit intention: the effects of novelty seeking and
satisfaction’’, Tourism Management, Vol. 28 No. 2, pp. 580-90.
Leiper, N. (1990), ‘‘Partial industrialization of tourism systems’’, Annals of Tourism Research, Vol. 17,
pp. 600-5.
Mitchell, J.C. (1969), Social Networks in Urban Situations, Manchester University Press, Manchester.
Moutinho, L. (1987), ‘‘Consumer behavior in tourism’’, European Journal of Marketing, Vol. 21 No. 10,
pp. 5-44.
Vargo, S.L. and Lusch, R.F. (2004), ‘‘Evolving to a new dominant logic for marketing’’, Journal of
Marketing, Vol. 68 No. 1, pp. 1-17.
Wassermann, S. and Faust, K. (1994), Social Network Analysis: Methods and Applications, Cambridge
University Press, Cambridge.
Woodside, A.G. and King, R.I. (2001), ‘‘An updated model of travel and tourism purchase-consumption
systems’’, Journal of Travel & Tourism Marketing, Vol. 10 No. 1, pp. 3-27.
Corresponding author
Juergen Gnoth is the corresponding author and can be contacted at:
[email protected]
PAGE 102
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VOL. 3 NO. 2 2009
To purchase reprints of this article please e-mail: [email protected]
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doc_553034565.pdf
The purpose of this editorial is to introduce the reader to six articles related to consumer
behavior in tourism destinations
International Journal of Culture, Tourism and Hospitality Research
Advances in tourism marketing research: introduction to a special issue on consumer behavior in tourism destinations
J uergen Gnoth Luisa Andreu Metin Kozak
Article information:
To cite this document:
J uergen Gnoth Luisa Andreu Metin Kozak, (2009),"Advances in tourism marketing research: introduction to a special issue on consumer
behavior in tourism destinations", International J ournal of Culture, Tourism and Hospitality Research, Vol. 3 Iss 2 pp. 99 - 102
Permanent link to this document:http://dx.doi.org/10.1108/17506180910962104
Downloaded on: 24 January 2016, At: 22:07 (PT)
References: this document contains references to 11 other documents.
To copy this document: [email protected]
The fulltext of this document has been downloaded 3362 times since 2009*
Users who downloaded this article also downloaded:
Lan-Lan Chang, Kenneth F. Backman, Yu Chih Huang, (2014),"Creative tourism: a preliminary examination of creative tourists’
motivation, experience, perceived value and revisit intention", International J ournal of Culture, Tourism and Hospitality Research, Vol. 8
Iss 4 pp. 401-419http://dx.doi.org/10.1108/IJ CTHR-04-2014-0032
Antónia Correia, Metin Kozak, J oão Ferradeira, (2013),"From tourist motivations to tourist satisfaction", International J ournal of Culture,
Tourism and Hospitality Research, Vol. 7 Iss 4 pp. 411-424http://dx.doi.org/10.1108/IJ CTHR-05-2012-0022
Luiz Moutinho, (1987),"Consumer Behaviour in Tourism", European J ournal of Marketing, Vol. 21 Iss 10 pp. 5-44http://dx.doi.org/10.1108/
EUM0000000004718
Access to this document was granted through an Emerald subscription provided by emerald-srm:115632 []
For Authors
If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service
information about how to choose which publication to write for and submission guidelines are available for all. Please visit
www.emeraldinsight.com/authors for more information.
About Emerald www.emeraldinsight.com
Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than
290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional
customer resources and services.
Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE)
and also works with Portico and the LOCKSS initiative for digital archive preservation.
*Related content and download information correct at time of download.
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Guest editorial
Advances in tourism marketing research:
introduction to a special issue on consumer
behavior in tourism destinations
Juergen Gnoth, Luisa Andreu and Metin Kozak
Abstract
Purpose – The purpose of this editorial is to introduce the reader to six articles related to consumer
behavior in tourism destinations.
Design/methodology/approach – The paper introduces the papers in this special issue.
Findings – Tourists are part of the tourism production process. They engage with supply networks and
interact with destinations.
Originality/value – The paper provides an introduction to six contributions that are particularly relevant
for understanding and managing the content of the interaction between the network nodes, in particular
business-to-consumer relationships.
Keywords Tourism, Consumer behaviour, Experience, Customer satisfaction
Paper type General review
Introduction
Guba (1990) suggests that there are three levels of scienti?c inquiry:
1. the paradigmatic;
2. the theoretical; and
3. the empirical.
The paradigm de?nes the body of beliefs and assumptions about how truth is to be
constituted and perceived. This then fertilizes the theories and models that form to explain
the paradigm, inspire the ontology and help determine suitable methods. Finally, but not the
least important, empirical research is conducted to test theories in a wide variety of contexts
and with different methodologies. The present IJCTHR special issue on consumer behavior
at tourism destinations focuses on the empirical level and, in particular, on the creation of
value and satisfaction, the bene?ts of variety-seeking under different time perspectives, and
on motivational differences moderated by age, intentions and expectations.
The contributions presented here were all submitted to the Advances in Tourism Marketing
Conference September 2007, held in Valencia, Spain. The theme of that conference was
Destination and Event Marketing: Managing Networks. This theme was designed to bring
together the most up-to-date thinking in network research. Network research (Mitchell, 1969;
Wassermann and Faust, 1994) seeks to understand phenomena as they occur in the wider
social context of groups, clusters, or (sub)cultures. Of particular interest therefore are the
questions of what the shape of the network (topology) is, who is in?uencing whom and what
DOI 10.1108/17506180910962104 VOL. 3 NO. 2 2009, pp. 99-102, Q Emerald Group Publishing Limited, ISSN 1750-6182
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 99
Juergen Gnoth is based at
the University of Otago,
Dunedin, New Zealand.
Luisa Andreu is based at
the University of Valencia,
Valencia, Spain. Metin
Kozak is based at Mugla
University, Mugla, Turkey.
Received: April 2008
Revised: June 2008
Accepted: August 2008
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shape or form the interaction takes, what resources ?ow, and how ef?cient the network is in
facilitating that ?ow.
The present contributions to this special issue of IJCTHR are particularly relevant for
understanding and managing the content of the interaction between the network nodes, in
particular business-to-consumer relationships. In the most general terms, this content relates
to ?ows of information between nodes. In particular, it refers to the content of the interaction
between tourists and operators, and its qualities, roles and impact on how the tourism system
functions (Bieger, 2004; Leiper, 1990; Woodside and King, 2001) and delivers value (Vargo
and Lusch, 2004). The description of that information as a result of a certain point of view can
be as important as the formation and measurement of that information in order to verify its
ontology. By understanding, for example, that motivations to travel are moderated by age (see
the contribution by Gonza´lez, Rodr? ´guez, Miranda and Cervantes), or how price may have
different, non-linear effects on satisfaction and loyalty (see Campo and Yagu¨e), we are
enlightened as to how the communications ?owing through demand and supply networks
might be interpreted and how they affect the shape and stability of networks. In this way, the
content of the subsequent research papers either helps us qualify, characterize, and explain
the (lack of) relationships, or even improve relationships between network nodes.
The role of variety seeking in short and long run revisit intentions in holiday
destinations
The main contribution of this paper by Bigne´ , Sa´ nchez and Andreu is two-fold. First,
researchers have rarely considered the temporal dimension when analyzing the
antecedents of intentions to revisit, despite the usefulness of this approach in improving
the understanding of tourists’ intentions to return. Second, the research focuses on speci?c
variety seeking – that is, the propensity to seek variety in a concrete product category, rather
than general variety seeking, which is the usual approach.
The understanding of the antecedents of destination revisit intention is an important research
topic both in academia and the tourismindustry (Jang and Feng, 2007). Bigne´ et al. highlight
the relevance of past switching behavior, switching costs and speci?c variety seeking in the
short term, while long-term intention to return is mainly determined by satisfaction along with
speci?c variety seeking. Destination managers may provide and communicate
multi-products to ful?ll tourists’ variety seeking needs and strengthen their perceived
value. Understanding variety seeking in tourism destinations from a cross-cultural
perspective becomes an interesting issue for further research.
Conceptualizing tourist satisfaction at the destination level
Dmitrovic´ , Cvelbar, Kolar, Brenc? ic? , Ograjens?ek, and Z
?
abkar offer a novel conceptualization
of customer satisfaction measurement at the level of a tourist destination. The authors
suggest that the model can be used as a standard framework for the continuous monitoring
of tourist satisfaction. It aims to provide DMOs and their stakeholders with a comprehensive
tool for understanding the key factors of destination competitiveness and service quality
improvement. The model includes a set of outcomes leading to customer satisfaction and
thereby provides a conceptual basis for the development of a ‘‘universal, parsimonious,
short and easily applicable measurement instrument’’.
Exploring nonlinear effects of determinants on tourists’ satisfaction
Campo and Yagu¨ e analyze the relationship between the main antecedents of consumer
satisfaction in tourist services: perceived quality and price. The results of this research
identify:
B that the tourist’s perception of quality exercises a positive and signi?cant effect on his or
her satisfaction, an effect greater in magnitude than the effect of perceived price; and
B two components are instrumental in the total effect of perceived price on satisfaction –
these components have opposite signs, i.e. the negative effect of the sacri?ce that the
consumer perceives and the positive effect that shows the action of price as a sign of
quality.
PAGE 100
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
VOL. 3 NO. 2 2009
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A framework for tourist expectations
Rodr? ´guez del Bosque, San Mart? ´n, Collado and Garc? ´a de los Salmones analyze the factors
in?uencing tourist expectations which, in turn, in?uence satisfaction and value-creation for
tourists. The authors identify four components of tourist expectations:
1. past experience;
2. external communication;
3. word-of-mouth communication; and
4. preconceived image of the tourist site.
The intangible nature of tourist experiences explains the signi?cant role of destination image,
external (e.g. advertising or word-of-mouth) and internal sources (past experiences) to form
tourists’ expectations. Rodr? ´guez del Bosque et al. corroborate the formation of tourist
expectations research considering a second-factor model. However, the perceived
destination image is a complex construct with its own antecedents (see Andreu et al.,
2000). For instance, projected image of destinations (e.g. marketing communications)
in?uence the perceived image. Furthermore, tourists’ motivations and attitudes play an
important role on destination image (Moutinho, 1987) and expectations formation (Gnoth,
1997).
Cognitive age as a criterion explaining elderly tourists’ motivations
Gonza´ lez, Rodr? ´guez, Miranda and Cervantes introduce the concept of cognitive age and its
advantages as a variable when segmenting the market of people aged 55 years and above.
After a good overview of the various methodologies relating to cognitive age, this
investigation is one of the few applications of this criterion to segmentation of senior citizens
undertaking tourist journeys of longer duration. Furthermore, it is the sole piece of research
so far undertaken to investigate the construct of age to determine its usefulness in an
individualized manner.
Consumer behavior in a religious event experience: an empirical assessment of
value dimensionality among volunteers
Consumer behavior in destinations encompasses not only tourists but also residents,
especially when destinations host special events. In those cases, volunteers can be
considered as a newset of stakeholders within an emergent topic of tourismresearch. Being
a volunteer in a mega event is a consumption experience, but researchers have mostly
studied this phenomenon in sports and cultural settings using variables such as motivation
or satisfaction. Gallarza, Arteaga, Florista´ n and Gil’s paper presents volunteering in a
religious mega-event. It uses Holbrook’s dimensions of consumer value in order to assess
the bene?ts volunteers derive from actively helping and advising visitors to the event. The
results of testing a SEMmodel have con?rmed the reliability and validity of Holbrook’s scales
of ef?ciency, social value, play and spirituality in the context of volunteering for a religious
mega event. Here, the volunteering experience encompasses functional, social, hedonist
and spiritual facets of consumer behavior, which are also related to satisfaction and loyalty
as determinants of commitment to volunteering.
In summary then, while these six contributions stand on their own merits, they contribute to
the discussion of hownetworks can best be managed. In particular, they help us understand
on what sort of premises tourists and volunteers engage with supply networks or how they
perceive messages and extract bene?ts. Tourists are part of the tourismproduction process.
They thereby help shape the quality, stability and ef?ciency of its underlying networks.
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Corresponding author
Juergen Gnoth is the corresponding author and can be contacted at:
[email protected]
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