Harvesting the "business test trip": converting business travelers to holidaymakers
RIS ID
60950
Abstract
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.
Publication Details
Kerr, G., Cliff, K. & Dolnicar, S. (2012). Harvesting the "business test trip": converting business travelers to holidaymakers. Journal of Travel and Tourism Marketing, 29 (5), 405-415.