Resumen de An exploration of social stimuli influencing the student sightseeing tour experience
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.
