The role of friends and relatives in tourism marketing - The case of Swiss international travellers.
Type
conference paper
Date Issued
2004-02-12
Author(s)
Editor(s)
Wiley, Jim
Thirkell, Peter
Abstract (De)
In this paper, the role of friends and relatives (F&R) as information sources is studied. It particularly focuses on the impact of F&R on the degree of importance of comple-mentary sources of information, differentiating between 1) the pre- and post trip decision, and 2) selected destinations (Method: OLS regression). The data is represen-tative for the case of Switzerland (a well developed travel market). F&R play a comparably important complementary role in the context of information sourcing by means of 1) the WWW and TV documentaries with regard to long haul-travel, 2) travel guides and hotel listings with regard to medium-haul travel, 3) desti-nation information brochures with regard to medium and short-haul travel. In contrast, information sourcing by tour operator brochures and by one's own destination experi-ence results in comparably less information backstopping by F&R. It can be con-cluded that the importance of F&R as a source of information increases, 1) the less trustworthy and the sketchier alternative sources are, 2) the more abundant the infor-mation, and 3) the less there is a potential to delegate specific problem solving. These results call for a complementary inclusion of experienced travellers in the promotional mix especially with medium and long-haul destinations.
Language
German
Keywords
tourism marketing
information sourcing
friends and relatives
peer group
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
ANZMAC 2004: Marketing Accountabilities and Responsibilities
Publisher
ANZMAC
Publisher place
Wellington
Event Title
Australian and New Zealand Marketing Academy Conference (ANZMAC 2004)
Event Location
Wellington
Event Date
29.11.-01.12.02004
Subject(s)
Eprints ID
13901