UNDERSTANDING TOURISTS' REPURCHASE BEHAVIOR: A RESEARCH AGENDA

• Sponsoring Institution: National Institute of Food and Agriculture
• Project Status: COMPLETE
• Funding Source: HATCH
• Reporting Frequency: Annual
• Accession No.: 0219305
• Project Start Date: Jun 21, 2009
• Project End Date: Jun 20, 2014
• Program Code: [(N/A)]- (N/A)

Recipient Organization
TEXAS A&M UNIVERSITY
750 AGRONOMY RD STE 2701
COLLEGE STATION,TX 77843-0001

Performing Department
Recreation, Parks & Tourism

Non Technical Summary
It has been estimated that tourism is a $1.6 trillion industry in the United States, and accounts for almost 12% of the global economy (TIA 2008). Tourism additionally employs nearly 7.6 million people and generates an estimated $8.6 billion trade surplus annually (TIA, 2008). The potential revenue generated by tourists has created an influx of new services, and multiple new tourism providers. In order to stay competitive in this dynamic market, destination management needs to either continually attract new visitors, or find ways to retain current clientele (tourists). Since past research has suggested that it six times less expensive to retain current clientele than to attract new (Rosenberg and Czepial, 1984), it seems justified that tourism research needs to identify the determinants of re-visitation/repurchase behavior. In doing so, destination management should be able to alter their product/services in order to maximize the utilization of current and future resources.

Animal Health Component

(N/A)

Research Effort Categories

Basic

(N/A)

Applied

(N/A)

Developmental

(N/A)

Classification

Knowledge Area (KA)	Subject of Investigation (SOI)	Field of Science (FOS)	Percent
603	0599	3010	50%
604	0599	3100	50%

Knowledge Area
603 - Market Economics; 604 - Marketing and Distribution Practices;

Subject Of Investigation
0599 - Recreational resources, general/other;

Field Of Science
3010 - Economics; 3100 - Management;

Keywords

tourism

perceived value

satisfaction

quality

repurchase

Goals / Objectives
Purposes of this Research Agenda The primary purpose of this research agenda is to examine the relationships between satisfaction, perceived value and quality in their prediction of intentions to repurchase and positive word of mouth publicity. Phase I Objectives The first phase of this research agenda entails identifying more effective measures of the determinants of repurchase intentions. Studies have suggested that the current measures of satisfaction (Spreng et al., 1996) perceived value (Semon, 1998), quality (Cronin & Taylor, 1992) and loyalty (Opperman, 2000) are inadequate, and new measures need to be identified. Phase II Objectives Once sufficient measures have been identified for the selected determinants of repurchase intentions, the next phase of this research plan will be used to better understand the relationships between variables related to repurchase intentions. By examining the interrelationships and antecedents of satisfaction, perceived value, service quality, and repurchase intentions, it is believed that a more thorough understanding of tourists' decision-making processes will be obtained. Phase III Objectives The third phase of this proposed research agenda will utilize refined segmentation tools, in order to more accurately identify the determinants and relationships between the variables related to repurchase intentions. Research is needed in order to more fully realize the potential of other variables (i.e., experience use history, loyalty and involvement) as segmentation tools for aiding in the prediction of tourists' repurchase behaviors. Phase IV Objectives The final phase will entail a reexamination of the determinants of repurchase behavior. It would be naive to assume that the proposed variables are exhaustive, or even the best predictors of repurchase behavior. During the final phase, other variables (i.e., normative behavior, attitudes, destination image, novelty, etc.) will be placed into the overall model to determine whether or not the understanding or predictive ability of the model can be improved. During this phase it is also anticipated that longitudinal data will be collected in order to determine the relationship between intended behaviors and actual behaviors. Also necessary during this phase will be a reexamination of current measures, in order to keep the research process from becoming stagnant.

Project Methods
Multiple methods will be utilized to answer the objectives of the research. They will include, but not be limited to: 1) Survey research 2) Online panels 3) Focus Groups

Progress 06/21/09 to 06/20/14

Outputs
Target Audience: Our target audience was destination marketing organizations and tourism attraction management. We also target tourism academics with our findings. Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided? * We did two workshops on how to effectively develop tourism in communities. How have the results been disseminated to communities of interest? * 2 public workshops were held. *8 peer reviewed journal articles were published. What do you plan to do during the next reporting period to accomplish the goals? Nothing Reported

Impacts
What was accomplished under these goals? *The role that travel plays on posititvely affecting tourists' relationships, education and heatlh is now better understood. *The role that price fairness plays on people's intention to revisit a destination is now better understood.

Publications

• Type: Journal Articles Status: Accepted Year Published: 2913 Citation: Petrick, J.F., Bennett, G. and Tsuji, Y. (2013). Measuring Event Attendees Evaluations of a Sporting Event to Determine Loyalty. Event Management, 17(2), 97-110
• Type: Journal Articles Status: Accepted Year Published: 2013 Citation: Chen, C.C. Lin, Y.H. and Petrick, J.F. (2013). Social Biases of Destination Perceptions. Journal of Travel Research, 52(2), 240-252
• Type: Journal Articles Status: Accepted Year Published: 2013 Citation: Chung, J.Y. and Petrick, J.F. (2013). Price Fairness of Airline Ancillary Fees: An Attributional Approach. Journal of Travel Research,52(2), 168-181
• Type: Journal Articles Status: Accepted Year Published: 2013 Citation: Choo, H. and Petrick, J.F. (2013). Resource Exchanges for Agritourism Service Encounters. Journal of Hospitality Marketing and Management, 22: 770-780
• Type: Journal Articles Status: Accepted Year Published: 2013 Citation: Chen, C.C. and Petrick, J.F. (2013). Health and Wellness Benefits of Tourism Experiences: A Literature Review. Journal of Travel Research, 52(6), 709-719.
• Type: Journal Articles Status: Published Year Published: 2013 Citation: Stone, M. and Petrick, J.F. (2013). Education Benefits of Tourism Experiences: A Literature Review. Journal of Travel Research, 52(6), 731-744
• Type: Journal Articles Status: Accepted Year Published: 2013 Citation: Durko, A. and Petrick, J.F. (2013). Relationship Benefits of Tourism Experiences: A Literature Review. Journal of Travel Research, 52(6), 720-730
• Type: Journal Articles Status: Accepted Year Published: 2013 Citation: Petrick, J.F. and Huether, D. (2013). Is Travel Better than Chocolate and Wine? The Benefits of Travel: A Special Edition. Journal of Travel Research, 52(6), 705-708.

Progress 01/01/13 to 09/30/13

Outputs
Target Audience: The primary target audience for my efforts during this reporting period are both state and city destination marketing organizations (DMO's). These include state tourism offices and convention and visitor bureaus. Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided? I provided presentations related to these projects in Texas (Travel and Tourism Industry Association Travel Summit), at the International Travel and Tourism Researchers conference in Kansas City, MO, and in Shenzhen and Beijing China via invitation. How have the results been disseminated to communities of interest? VIa technical reports to the agencies and via journal articles for the academic community. What do you plan to do during the next reporting period to accomplish the goals? I will continue to examine the determinants of repurchase behaviors, as well as an identification of the benefits that tourism has for destination marketing organizations and for tourists.

Impacts
What was accomplished under these goals? This project is in phase IV as each of the articles published this year were related to examining the determinants of tourists' repurchase behaviors. These publications reveal the roles that price, social biases, satisfaction, value and quality play on repurchase behaviors. Additionally, the roles of international stereotypes, costraints and self-efficacy play on repurchase intentions was examined.

Publications

• Type: Journal Articles Status: Published Year Published: 2012 Citation: Chen, C.C., Hsiu, Y.H. & Petrick, J.F. (2012). International Stereotype and the Collective Construction of Destination Image. Tourism Analysis, 17(1), 55-66.
• Type: Journal Articles Status: Published Year Published: 2012 Citation: Hung, K. & Petrick, J.F. (2012). Comparing Constraints to Cruising Between Cruisers and Non-cruisers: A Test of the Constraints-Effects-Mitigation Model. Journal of Travel and Tourism Marketing, 29, 242-262.
• Type: Journal Articles Status: Accepted Year Published: 2013 Citation: Chung, J.Y. & Petrick, J.F. (2012). Measuring Attribute-Specific and Overall Satisfaction with destination experience. Asia Pacific Journal of Tourism Research, 18(5), DOI:10.1080/10941665.2012.658411, 1-12.
• Type: Journal Articles Status: Published Year Published: 2013 Citation: Petrick, J.F., Bennett, G. & Tsuji, Y. (2013). Measuring Event Attendees Evaluations of a Sporting Event to Determine Loyalty. Event Management, 17(2), 97-110.
• Type: Journal Articles Status: Accepted Year Published: 2013 Citation: Chen, C.C. Lin, Y.H. & Petrick, J.F. (2013). Social Biases of Destination Perceptions. Journal of Travel Research, 52(2), 240-252
• Type: Journal Articles Status: Accepted Year Published: 2013 Citation: Chung, J.Y. and Petrick, J.F. (2013). Price Fairness of Airline Ancillary Fees: An Attributional Approach. Journal of Travel Research,52(2), 168-181
• Type: Journal Articles Status: Accepted Year Published: 2013 Citation: Choo, H. & Petrick, J.F. (2013). Resource Exchanges for Agritourism Service Encounters. Journal of Hospitality Marketing and Management, 22: 770-780

Progress 01/01/12 to 12/31/12

Outputs
OUTPUTS: Over the last year we had the following outputs: Activities: We collected data from multiple state (n = 5) and city (n = 9) websites to evaluate how effective they were at converting visits to their respective destinations. Events: I attended the Travel and Tourism Research Association annual conference, in Virginia Beach, and presented two papers related to our research. Services: I consulted with the cities of: Granbury, College Station and Austin, related to their tourism marketing efforts. PARTICIPANTS: Nothing significant to report during this reporting period. TARGET AUDIENCES: Target audiences for this research include: Directors of Convention and Visitor Bureaus' Directors of State Destination Marketing Organizations Cruise Line Management PROJECT MODIFICATIONS: Nothing significant to report during this reporting period.

Impacts
Through our research, we gained better understandings of: a) the determinants of tourism advertising effectiveness b) the determinants of tourists' loyalty to destinations c) the role that international stereotypes play in tourists' decisions d) the contstraints that exist when deciding where to travel

Publications

• Chen, C.C., Hsiu, Y.H. & Petrick, J.F. (2012). International Stereotype and the Collective Construction of Destination Image. Tourism Analysis, 17, (1), 55-66.
• Hung, K. & Petrick, J.F. (2012). Comparing Constraints to Cruising Between Cruisers and Non-cruisers: A Test of the Constraints-Effects-Mitigation Model. Journal of Travel and Tourism Marketing, 29, 242-262.

Progress 01/01/11 to 12/31/11

Outputs
OUTPUTS: Activities include: 2 presentations in the State of Texas, and mentoring of 11 graduate students. Events: findings were presented at the Travel and Tourism Research Association annual meeting in London, Ontario Products: New data was collected. PARTICIPANTS: Nothing significant to report during this reporting period. TARGET AUDIENCES: Nothing significant to report during this reporting period. PROJECT MODIFICATIONS: Nothing significant to report during this reporting period.

Impacts
The major outcome was a change in the overall model of repurchase intentions which is now believed to be much more comprehensive.

Publications

• Petrick, J.F. (2011). Segmenting Cruise Passengers with Perceived Reputation. Journal of Hospitality and Tourism Management, 18, 44-49.
• Chung, J., Kyle, G., Petrick, J.F & J.D. Asher (2011). Fairness of Prices and Willingness to Pay Among Visitors to a National Forrest. Tourism Management, 32 (5), 1038-1046.
• Hung, K. & Petrick, J.F. (2011). The Role of Self-Congruity and Functional Congruity in Cruising Intentions. Journal of Travel Research, 50, 1, 100-112.
• Choo, H.S., Park, S.Y. & Petrick, J.F. (2011). The Influence of the Residents Identification with a Tourism Destination Brand on their Behavior. Journal of Hospitality Marketing and Management, 20 (2), 198-216.
• Cheng, C.K., Li, X., Petrick, J.F. & OLeary, J.T. (2011). An Examination of Tourism Journal Development. Tourism Management, 32 (1), 53-61.
• Hung, K. & Petrick, J.F. (2011). Why do you cruise Exploring Motivation to Cruising and its Influence on Cruising Intentions. Tourism Management, 32 (2), 386-393.

Progress 01/01/10 to 12/31/10

Outputs
OUTPUTS: * Results of the project assisted in the development of a presentation at the Korean Recreation and Tourism Research Symposium. PARTICIPANTS: Not relevant to this project. TARGET AUDIENCES: Tourism Agencies Tourism Scholars PROJECT MODIFICATIONS: Not relevant to this project.

Impacts
*Knowledge gained from the project has led to a better understanding of the decision-making of tourists. *Knowledge from the project has been used by different tourism attractions, to better market to current and potential users.

Publications

• Choo, H.S., Park, S.Y. and Petrick, J.F. (2011). The Influence of the Residents Identification with a Tourism Destination Brand on their Behavior. Journal of Hospitality Marketing and Management, 20:2, 198-216.
• Hung, K. and Petrick, J.F. (2010). Development of a Measurement Scale for Constraints to Cruising. Annals of Tourism Research, 37:1, 206-228.
• Li, X. and Petrick, J.F. (2010). Revisiting the Commitment-Loyalty Distinction in a Cruising Context. Journal of Leisure Research, 42:1, 67-90.

Progress 01/01/09 to 12/31/09

Outputs
OUTPUTS: Activities: conducted 13 advertising effectiveness studies Events: presented research findings at three conferences Services: consulted with multiple practitioners. Eight publications have been accepted and will be printed during 2010. PARTICIPANTS: Nothing significant to report during this reporting period. TARGET AUDIENCES: Tourism practitioners seeking assistance in retaining clientele. PROJECT MODIFICATIONS: Nothing significant to report during this reporting period.

Impacts
Results of my research assisted multiple tourism agencies in better understanding their clients, and better understanding how to market to them in order to have customer retention.

Publications

• No publications reported this period