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.


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    Title :

    Harvesting the “Business Test Trip”: Converting Business Travelers to Holidaymakers


    Contributors:
    Kerr, Greg (author) / Cliff, Katie (author) / Dolnicar, Sara (author)

    Published in:

    Publication date :

    2012-07-01




    Type of media :

    Article (Journal)


    Type of material :

    Electronic Resource


    Language :

    Unknown




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