An exploration of social stimuli influencing the student sightseeing tour experience

Stuart, Levy E. and Getz, Donald (2012) An exploration of social stimuli influencing the student sightseeing tour experience. Tourism Review International, 15 4: 297-311. doi:10.3727/154427212X13369577826708

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Author Stuart, Levy E.
Getz, Donald
Title An exploration of social stimuli influencing the student sightseeing tour experience
Journal name Tourism Review International   Check publisher's open access policy
ISSN 1544-2721
Publication date 2012
Sub-type Article (original research)
DOI 10.3727/154427212X13369577826708
Volume 15
Issue 4
Start page 297
End page 311
Total pages 15
Place of publication Putnam Valley, NY, United States
Publisher Cognizant Communication Corporation
Collection year 2013
Language eng
Abstract The social aspect of group touring is of critical importance to tour members and travel providers, even within limited duration group travel such as sightseeing tours. However, scant attention has been paid to individual and contextual elements that influence positive social interactions between group travelers. To address this knowledge gap, this study explores group traveler motives, characteristics, and situational factors which can contribute to forming more socially oriented travel experiences, and investigates how these elements influence consumer evaluations within the student sightseeing tour context. Utilizing focus groups, interviews and surveys, this research investigates the role of eight social stimuli on key marketing outcomes, including satisfaction, word of mouth, and repeat intention. Four stimuli—mood, perceived similar interests, cultural motives, and extroversion—were found to significantly influence respondent evaluations and intentions. Based on these findings, recommendations for tour companies and guides are given and future research directions are suggested.
Keyword Relationship marketing
Travel motivations
Group travel
Sightseeing tours
Student travel
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Non HERDC
UQ Business School Publications
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Created: Fri, 28 Sep 2012, 14:06:26 EST by Ms Ramona Hooyer on behalf of School of Tourism