The influence of tourists' expectations on purchase intention: Linking marketing strategy for low-cost airlines |
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| Affiliation: | 1. Department of International Business Administration, Chienkuo Technology University, No.1, Chiehshou North Road, Changhua City 500, Taiwan;2. Ming Chuan University, Leisure & Recreation Administration Department/Research Center of Tourism School, 5 De Ming Rd., Gui Shan District, Taoyuan County 333, Taiwan;3. Department of Marketing and Tourism Management, National Chiayi University, No.580 Sinmin Rd., Chiayi City 60054, Taiwan;1. Università degli Studi di Napoli “Federico II”, Via Claudio 21, 80125 Napoli, Italy;2. Università degli Studi di Napoli “Federico II”, Piazzale Tecchio 80, 80125 Napoli, Italy;3. Università degli Studi di Napoli “Federico II”, Via Cinthia 21, 80126 Napoli, Italy;4. Università degli Studi di Salerno, Via Ponte Don Melillo 132, 84084 Fisciano, Salerno, Italy;5. Technische Hochschule Ingolstadt, Esplanade 10, 85049 Ingolstadt, Germany;1. Griffith Aviation, Griffith University, Australia;2. Flight Centre Group, Australia;1. Dept. of Transportation, University of Petroleum & Energy Studies, Kandoli Campus, Knowledge Acres, Dehradun, 248007, India;2. Dept. of Economics & International Business, University of Petroleum & Energy Studies, Kandoli Campus, Knowledge Acres, Dehradun, 248007, India |
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| Abstract: | Drawing on an integrated framework of marketing strategy, this study develops and tests a novel perspective for low-cost airline tourists that explicates the critical attributes of service quality through which Corporate Reputation (CR) and Word of Mouth (WOM) are associated with purchase intention. The study also examines the buffering role of empathy in tourists' purchase decision making processes. In a sample of 535 international and domestic tourists, this study found service quality to be related to increased purchase intention by boosting tourists' positive evaluations for airlines' corporate reputations and word of mouth received from other tourists. Additionally, the results demonstrated a positive correlation quality of service and WOM, depending on tourists' levels of empathy. Specifically, they suggested that WOM was positively related to purchase intention when high levels of empathy from tourists were perceived for the low-cost airline. |
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| Keywords: | Corporate reputation Word of mouth Empathy Service quality Purchase intention |
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