Girish Prayag

Antecedents of Tourists’ Loyalty to Mauritius The Role and Influence of Destination Image, Place Attachment, Personal Involvement, and Satisfaction

This article evaluates a theoretical model based on hypothesized relationships among four constructs, namely, destination image, place attachment, personal involvement, and visitors’ satisfaction as antecedents of loyalty. These relationships are explored for a sample of 705 international visitors staying in hotels on the island of Mauritius. Confirmatory factor analysis is used initially to ascertain the dimensions of the various constructs but also to assess the convergent and discriminant validity of the measurement items. The structural model indicates that destination image, personal involvement and place attachment are antecedents of visitors’ loyalty but this relationship is mediated by satisfaction levels. The findings offer important implications for tourism theory and practice.

Consumer behaviour in tourism: Concepts, influences and opportunities

Although consumer behaviour (CB) is one of the most researched areas in the field of tourism, few extensive reviews of the body of knowledge in this area exist. This review article examines what we argue are the key concepts, external influences and opportune research contexts in contemporary tourism CB research. Using a narrative review, we examine the CB literature published in three major tourism journals from 2000 to 2012. Of 519 articles identified and reviewed, 191 are included in this article. We examine the development of and scope for future research on nine key concepts, including decision-making, values, motivations, self-concept and personality, expectations, attitudes, perceptions, satisfaction, trust and loyalty. We then examine three important external influences on tourism behaviour, technology, Generation Y and the rise in concern over ethical consumption. Finally, we identify and discuss five research contexts that represent major areas for future scholarship: group and joint decision-making, under-researched segments, cross-cultural issues in emerging markets, emotions and consumer misbehaviour. Our examination of key research gaps is concluded by arguing that the hedonic and affective aspects of CB research in tourism must be brought to bear on the wider CB and marketing literature.

Understanding the Relationships between Tourists' Emotional Experiences, Perceived Overall Image, Satisfaction, and Intention to Recommend

The purpose of this study is to empirically test an integrative model linking tourists’ emotional experiences, perceived overall image, satisfaction, and intention to recommend. The model was tested using data collected from domestic tourists visiting Sardinia, Italy. Results show that tourists’ emotional experiences act as antecedents of perceived overall image and satisfaction evaluations. In addition, overall image has a positive influence on tourist satisfaction and intention to recommend. The study expands current theorizations by examining the merits of emotions in tourist behavior models. From a practical perspective, the study offers important implications for destination marketers.

Assessing international tourists' perceptions of service quality at Air Mauritius

Purpose – The aim of this paper is to assess the service quality of a small airline, Air Mauritius, using the SERVQUAL model and to determine the relative importance attributed to service quality dimensions by international tourists.Design/methodology/approach – A sample of 140 international airline passengers travelling essentially for a leisure trip was administered the SERVQUAL instrument to determine their expectations and perceptions of service. A combination of in‐flight and mail surveys was used for data collection leading to an overall response rate of 20.2 per cent.Findings – The paper finds that service quality structural dimensions are context‐ and culture‐specific. Four factors are perceived as influencing perceptions of service, service efficiency and affect being the most important, service personalisation, reliability and tangibles the least important. Empathy as a service dimension is valued more than assurance. Customer satisfaction and willingness to recommend the airline is primarily de...

Measuring Tourists’ Emotional Experiences: Further Validation of the Destination Emotion Scale

This study is an extension of Hosany and Gilbert’s original research on the development of a scale measuring the diversity and intensity of tourists’ emotional experiences toward destinations: the Destination Emotion Scale (DES). The DES consists of 15 items, representing three emotional dimensions: joy, love, and positive surprise. Although the DES displays solid psychometric properties, additional evidence is required of the scale’s validity. Using data collected from international tourists visiting two distinct destinations, Petra (Jordan) and Thailand, this study further examines the scale’s construct validity. Adopting state-of-the-art procedures guiding scale validation, results confirm the unidimensionality, reliability, convergent, discriminant, and nomological validity of the DES. In particular, discriminant validity tests show that emotions and place attachment are related but distinct constructs. The DES provides a useful tool for marketers and researchers to measure tourists’ emotional responses toward destinations.

Senior Travelers’ Motivations and Future Behavioral Intentions: THE CASE OF NICE

ABSTRACT The push and pull framework was used to understand the motives of senior travelers and their future behavioral intentions to the city of Nice, France. The results, based on a convenience sample of 200 senior travelers, indicated that rest and relaxation, spend time with family, and being together as a family were the three most important motives for visiting the city. Pull attributes such as weather and climate, beaches and watersports, and beautiful scenery and attractions were the three most important pull factors. Significant correlations were found between some of the push and pull factors. Revisit intentions were predicted by the motive of escape and relaxation while recommendation intentions were predicted by the pull factor of cultural attractions and accommodation. Managerial implications for product development and marketing to the senior market are suggested.

Segmenting Markets by Bagged Clustering: Young Chinese Travelers to Western Europe

Market segmentation is ubiquitous in marketing. Hierarchical and nonhierarchical methods are popular for segmenting tourism markets. These methods are not without controversy. In this study, we use bagged clustering on the push and pull factors of Western Europe to segment potential young Chinese travelers. Bagged clustering overcomes some of the limitations of hierarchical and nonhierarchical methods. A sample of 403 travelers revealed the existence of four clusters of potential visitors. The clusters were subsequently profiled on sociodemographics and travel characteristics. The findings suggest a nascent young Chinese independent travel segment that cannot be distinguished on push factors but can be differentiated on perceptions of the current independent travel infrastructure in Western Europe. Managerial implications are offered on marketing and service provision to the young Chinese outbound travel market.

Potential Chinese travellers to Western Europe: segmenting motivations and service expectations

This study examines the propensity for long-haul independent travel amongst young Chinese travellers and evaluates the corresponding management implications. The paper reports findings of a survey of 403 potential travellers to Western Europe. Three clusters of visitors were identified based on their service expectations and profiled using their motives and socio-demographics. Unlike previous studies emphasising the homogeneous behaviour of the Chinese outbound market (e.g. packaged tours and group travel), our findings suggest a nascent Chinese independent travel segment that does not conform to Western conceptualisations of the ‘typical’ attitudes and behaviours of such visitors. This may portend the end of backpackers as a discrete group as the outbound Chinese market diversifies and engages Western Europes independent travel infrastructure in multiple ways. Recommendations are offered for managing expectations, marketing independent travel amenities and facilities and service provision to these visitors.

Brand image assessment: international visitors' perceptions of Cape Town

Purpose – The purpose of this paper is to assess the brand image of Cape Town as a tourist destination using a progressive method of unstructured and structured techniques such as word association and free association.Design/methodology/approach – A mixed method study was designed incorporating two phases. Phase one involved in‐depth interviews with a convenience sample of 85 international visitors to Cape Town. Phase two consisted of a survey, which resulted in 585 useable questionnaires that incorporated both open and closed‐ended questions.Findings – The results indicate the strengths and weaknesses of each technique used. For example, word association is effective at eliciting positive images and holistic impressions but weak at identifying affective images. The free‐choice technique offers a more balanced perception of positive, negative, cognitive and affective images of a brand.Research limitations/implications – It is possible through the use of unstructured and structured techniques together to i...

Theory and strategies of anthropomorphic brand characters from Peter Rabbit, Mickey Mouse, and Ronald McDonald, to Hello Kitty

Abstract Brand characters are ubiquitous in marketing. Previous studies establish their relevance in advertising. Surprisingly, little research exists on how to build and sustain brand characters. Adopting a case-study approach, this paper explores the brand management strategies of Sanrios iconic character Hello Kitty, a cat epitomising cuteness and innocence. Findings indicate that eight tactics help to build and sustain the Hello Kitty brand: keep it simple, character licensing, third-party collaboration, capitalising on nostalgia, product-line extensions, brand extensions, sustaining consumer interests, and harnessing technology. The paper also identifies some challenges facing Hello Kitty.