Author:
Agrusa Jerome F.,Maples Glenn,Kitterlin Miranda,Tanner John R.
Abstract
The Honolulu Marathon provides a significant economic impact to the state of Hawaii's economy. This type of service may be classified as an experiential service—customers largely purchase these services due to the value of the experiences they provide. This research proposes a
framework based on cultural and personality traits to explain differing participant valuation of the service. Consistent with this framework, higher valuation is associated with collectivism and high sensation seeking. Implications for practitioners are provided. Analyses and findings are
based on the questionnaire responses of 932 Japanese participants and 605 Western participants in the 2006 Honolulu Marathon.
Subject
Marketing,Tourism, Leisure and Hospitality Management,Business and International Management
Cited by
16 articles.
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