A destination has no chance of being chosen unless it is part of a tourist's early consideration set (Crompton & Ankomah, 1993), implying the tourist's awareness of the destination. Raising awareness for a destination is challenging, especially in times of global competition. We investigate a common, yet empirically untested, assumption that business travelers can be converted to holidaymakers at the same destination at a future point in time. Empirical results indicate that business travelers do use business trips to a new destination to assess the potential for future leisure travel. Marketing strategies which destinations could deploy to entice business travelers back as holidaymakers are discussed.
Harvesting the “Business Test Trip”: Converting Business Travelers to Holidaymakers
Journal of Travel & Tourism Marketing ; 29 , 5 ; 405-415
01.07.2012
Aufsatz (Zeitschrift)
Elektronische Ressource
Unbekannt
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