By: |
Danielle Lecointre-Erickson (GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - Institut Agro Rennes Angers - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement);
Patrick Legoherel (GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - Institut Agro Rennes Angers - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement);
Bruno Daucé (GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - Institut Agro Rennes Angers - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement) |
Abstract: |
Objective: Tourist bureaux in France are evolving from their conventional role
of solely providing information toward a newer commercial role of selling
goods and services to tourists. Window displays are an important marketing
tool for attracting tourists, and traditionally attract attention and incite
individuals into the point-of-sale. The goal of this study is to apply
Construal Level Theory to tourist bureau window display content and to examine
its influence on patronage intentions. Design/methodology/approach: The study
applies the S-O-R (Stimulus-Organism-Response) paradigm to examine the
influence of window display construal level on patronage intentions. One
hundred and forty-four (144) volunteers participated in a laboratory
experiment applying abstract (1) and concrete (2) window display images in a
quasiexperimental design over a four-week period in November-December 2017.
Results: The results show that window display construal level has a direct
positive significant influence on patronage intention. The findings support
those of previous studies and extend current research on window displays and
exterior atmospherics in the tourism sector. Originality: This study is the
first to explore the influence of window display construal level on patronage
intentions in a retail-oriented context of tourist bureaux and contributes to
the scant literature on exterior atmospherics. |
Keywords: |
window display, tourist bureau, Construal Level Theory |
Date: |
2022 |
URL: |
http://d.repec.org/n?u=RePEc:hal:journl:hal-03761590&r=tur |