- Title
- Modelling value drivers of group oriented travel experiences to major events and its influences on satisfaction and future travel intentions
- Creator
- Carlson, Jamie; Rosenberger III, P. J.; Rahman, Mohammad M.
- Relation
- 2015 Academy of Marketing Conference - The Magic of Marketing (AM2015). 2015 Academy of Marketing Conference – The Magic in Marketing (Limerick, Ireland 7-9 July, 2015)
- Relation
- http://programme.exordo.com/am2015/delegates/presentation/67/
- Publisher
- Academy of Marketing
- Resource Type
- conference paper
- Date
- 2015
- Description
- Customer value has received significant attention in the recent marketing literature. However, relatively little research has specifically focused on customer perceived value of the group-travel tourism context for major events. Major events attract tourists who travel in groups and result in increased consumer spending. The purpose of this study is to gain a deeper understanding of the forms of value travel consumers derive from a group-travel experience to a major event. We focus on social, emotional, monetary, functional, novelty and convenience as specific group-travel value dimensions. A sample of consumers is used to substantiate our conceptualisation and operationalisation of customer value in the group-travel context as a hierarchical, reflective-formative, six-dimension second-order construct. Our results support that our measure and conceptualisation are sound and parsimonious. We also empirically examine this model in an integrated framework with satisfaction and future group-travel intentions - with satisfaction found to fully mediate the relationship between the perceived value of the group-travel experience and future group-travel intentions. The framework advanced in this study can serve as a basis for further theory development in this domain.
- Subject
- group travel; group travel behaviour; major events
- Identifier
- http://hdl.handle.net/1959.13/1315489
- Identifier
- uon:22934
- Identifier
- ISBN:9781905952649
- Language
- eng
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