Modelling value drivers of group oriented travel experiences to major events and its influences on satisfaction and future travel intentions

Customer value has received significant attention in the recent marketing literature. However, relatively little research has specifically focused on customer perceived value of the group-travel tourism context for major... [ view full abstract ]

Customer value has received significant attention in the recent marketing literature. However, relatively little research has specifically focused on customer perceived value of the group-travel tourism context for major events. Major events attract tourists who travel in groups and result in increased consumer spending. The purpose of this study is to gain a deeper understanding of the forms of value travel consumers derive from a group-travel experience to a major event. We focus on social, emotional, monetary, functional, novelty and convenience as specific group-travel value dimensions. A sample of 424 consumers is used to substantiate our conceptualisation and operationalisation of customer value in the group-travel context as a hierarchical, reflective-formative, six-dimension second-order construct. Our results support that our measure and conceptualisation are sound and parsimonious. We also empirically examine this model in an integrated framework with satisfaction and future group-travel intentions - with satisfaction found to fully mediate the relationship between the perceived value of the group-travel experience and future group-travel intentions. The framework advanced in this study can serve as a basis for further theory development in this domain.