Consumer Traits, Motives and Mood: Influencers on Group Travel Evaluations

Abstract

Consumer research on leisure group travel often focuses on the functional value of the consumption experience, particularly tour attributes such as hotels, attractions, guides, scenery, and tour itinerary. However, there has been relatively little examination of individual and situational variables, such as traveler motivations and characteristics, which can influence tour member satisfaction, repeat purchase intention, and referral behavior. The major objectives of this quantitative study were to describe and examine the role of these individual and group factors on marketing outcomes including satisfaction, repeat purchase intention, and referral behavior. This research utilized a field experiment approach, in which four half-day cultural tours were conducted. Both survey and observational data were collected.