Consumer altruism in evaluation of package holidays: lessons for tour operators

Bosangit, Carmela ORCID: https://orcid.org/0000-0002-0152-0193 and Slater, Stephanie ORCID: https://orcid.org/0000-0001-9817-3687 2020. Consumer altruism in evaluation of package holidays: lessons for tour operators. Presented at: 2020 European Marketing Academy Annual Conference, Budapest, Hungary, 27-29 May 2020.

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Abstract

Research has suggested that understanding motivations for offering feedback is crucial as these motivations can shape content, tone and credibility of feedback, affecting its interpretation by both companies and other consumers. Adopting a qualitative research approach, this paper examines tourists’ motivations for providing feedback on their holiday package experience and explores how these motivations can impact how and when they provide feedback. The preliminary analysis of in-depth interviews combined with a projective technique revealed consumers’ altruism as drivers for providing evaluation of their holiday package experiences. These motivations have also influenced the platforms used (or avoided) with the aim of helping companies, by providing either positive or negative feedback. The findings have managerial implications for tour operators because they provide insights into what consumers value, or do not, from their package holidays and show how this informs the feedback they give.

Item Type:	Conference or Workshop Item (Paper)
Status:	Published
Schools:	Business (Including Economics)
Last Modified:	16 Sep 2024 12:30
URI:	https://orca.cardiff.ac.uk/id/eprint/135295

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