The effect of price on word of mouth: First time versus heavy repeat visitors

被引：35

作者：

Matzler, Kurt ^{[1
]}

Teichmann, Karin ^{[2
]}

Strobl, Andreas ^{[2
]}

Partel, Michael ^{[3
]}

机构：

[1] Free Univ Bolzano, Fac Econ & Management, Piazza Univ 1, I-39100 Bolzano, Italy

[2] Univ Innsbruck, Dept Strateg Management Mkt & Tourism, Univ Str 15, A-6020 Innsbruck, Austria

[3] Mt Management C Est, Ind Ring 21, FL-9491 Ruggell, Liechtenstein

来源：

TOURISM MANAGEMENT | 2019年 / 70卷

关键词：

Customer satisfaction; Price; Word of mouth; Hierarchical linear modelling; SINGLE-ITEM MEASURES; CUSTOMER SATISFACTION; PREDICTIVE-VALIDITY; REVISIT INTENTION; PERCEIVED RISK; DESTINATION; TRAVEL; LOYALTY; SENSITIVITY; CONSTRUCTS;

D O I：

10.1016/j.tourman.2018.09.013

中图分类号：

X [环境科学、安全科学];

学科分类号：

08 ; 0830 ;

摘要：

Many tourist destinations strongly focus and depend on repeat visitors. A central assumption thereby is that repeat visitors are more profitable (e.g. through lower marketing costs) and that their positive word of mouth (WOM) is essential to attract new guests. In this paper, we present a large-scale empirical study to investigate the effect of price for first time and heavy repeat visitors of ski resorts. Applying a hierarchical linear modelling approach, we show that price is negatively related to WOM for first time visitors and that price has no effect on WOM for repeat visitors. Thus, we show that the effect of price on WOM decreases for repeat visitors.

引用

页码：453 / 459

页数：7

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