Author:
Andersen Cecilie,Engeset Marit Gundersen,Nyhus Ellen Katrine
Abstract
Purpose
This paper aims to explore how different levels of involvement in the prevacation phase affect vacationers’ subsequent satisfaction, word of mouth (WOM) recommendations and loyal behavior with regard to the planning/booking process.
Design/methodology/approach
Data from a field study (N = 5,158) in a travel planning context are used to investigate the differences in WOM recommendations and loyalty between self-packagers (higher involvement) and package buyers (lower involvement).
Findings
Tourists who are less involved in the prevacation phase are more likely to recommend the planning/booking process, while more involved tourists are more likely to repeat the same planning/booking process than package buyers.
Practical implications
The findings have implications for tourist agencies, tour operators, tourism suppliers and tourism marketers in terms of customer retention and WOM communication. These findings also have theoretical implications for the WOM and loyalty literature.
Originality/value
This paper reveals how involvement in travel planning may affect satisfaction, WOM recommendation and loyalty behavior. These relationships have not been investigated before.
Subject
Tourism, Leisure and Hospitality Management,Geography, Planning and Development