Harvesting the "business test trip": converting business travelers to holidaymakers
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.
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.