Harvesting the "Business Test Trip": converting business travelers to holidaymakers

Kerr, Greg, Cliff, Katie and Dolnicar, Sara (2012) Harvesting the "Business Test Trip": converting business travelers to holidaymakers. Journal of Travel and Tourism Marketing, 29 5: 405-415. doi:10.1080/10548408.2012.691390

Author Kerr, Greg
Cliff, Katie
Dolnicar, Sara
Title Harvesting the "Business Test Trip": converting business travelers to holidaymakers
Journal name Journal of Travel and Tourism Marketing   Check publisher's open access policy
ISSN 1054-8408
Publication date 2012-07-01
Year available 2012
Sub-type Article (original research)
DOI 10.1080/10548408.2012.691390
Open Access Status DOI
Volume 29
Issue 5
Start page 405
End page 415
Total pages 11
Place of publication Philadelphia, PA, United States
Publisher Routledge
Language eng
Formatted abstract
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.
Keyword Destination choice
Early consideration set
Business travel
Tourism marketing
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Non HERDC
UQ Business School Publications
Version Filter Type
Citation counts: TR Web of Science Citation Count  Cited 5 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 5 times in Scopus Article | Citations
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Created: Fri, 05 Apr 2013, 01:03:46 EST by Dr Kayleen Campbell on behalf of School of Tourism