Understanding communal and individual customer experiences in group-oriented event tourism: an activity theory perspective |
| |
| Authors: | Jamie Carlson Mohammad M Rahman Philip J Rosenberger III Hartmut H Holzmüller |
| |
| Institution: | 1. Newcastle Business School, University of Newcastle, Newcastle, AustraliaJamie.Carlson@newcastle.edu.au;3. School of Management, Shandong University, Jinan, P.R. China;4. Central Coast Business School, University of Newcastle – Central Coast, Ourimbah, Australia;5. Department of Marketing, TU Dortmund University, Dortmund, Germany |
| |
| Abstract: | ABSTRACTThe purpose of this study, grounded in activity theory, is to empirically investigate the communal and individual mechanisms that simultaneously shape the customer experience in group-oriented event tourism. Based on a survey of 389 respondents with group travel experience to major events, the results confirm the research model, suggesting that the customer-experience construct constitutes a multidimensional structure comprising second-order components reflecting individual and communal experiences, with each containing first-order constructs. The results further confirm that the customer-experience construct predicts post-consumption evaluations of perceived value and satisfaction. Limitations of the study are outlined, and implications for research and managerial practice for the creation of customer experiences that are valuable and satisfying for group-travel consumers to events are discussed. |
| |
| Keywords: | Customer experience activity theory perceived value satisfaction event tourism group travel hierarchical model |
|
|
