Information diffusion and new product consumption: A bass model application to tourism facility management |
| |
Authors: | James Po-Hsun Hsiao Chyi Jaw |
| |
Affiliation: | a Janfusun Fancyworld Corporation, 67 Tahukou, Yong-Kwang Village, Gukeng, Yunlin 646, Taiwan b Graduate Institute of Business Administration, National Yunlin University of Science and Technology, 123, Sec. 3, University Rd., Douliou, Yunlin 640, Taiwan c Tourism & Leisure, National Penghu University, 300, Liu-Ho Rd., Makung, Penghu 880, Taiwan |
| |
Abstract: | This article applies models to measure and to understand how information diffusion influences tourists' consumption patterns. The study uses administrative data on a new festival's attendance and advertising. Bass's [Bass FM. A new product growth for model consumer durables. Manage Sci 1969;15(5):215-227] model and a modified version [Horsky D, Simon LS. Advertising and the diffusion of new products. Mark Sci 1983;2(1):1-18] to allow for advertising's effect. Results imply effectiveness of front loaded advertising. This result is due to increasing purchases that result from word-of-mouth information diffusion. However, a model with an effect of advertising is accepted as well as a model with no consideration of advertising budget. Examination of consistency and conceptual issues with models raises the need for models that are more realistic for the tourism product. A specific concern is developing models appropriate to analysis of attendance at a limited-duration innovative event (e.g., new product) held at a host to impact longer-term attendance of the host. |
| |
Keywords: | New product Diffusion models Advertising effectiveness Bass modeling Tourism Taiwan |
本文献已被 ScienceDirect 等数据库收录! |
|