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| Author: | Park, S-Y. Petrick, J. F. |
| Title: | Conceptualizing intention to take a vacation form to understand noncustomers |
| Journal: | Journal of Travel & Tourism Marketing
2009 : VOL 26:3, p. 264-283 |
| Index terms: | consumer behaviour image tourist industry |
| Language: | eng |
| Abstract: | Understanding non-customers has been said to be the key factor in establishing sustainable success. This paper presents a conceptual model to help understand the people who are currently not the firm's customers. The framework is constructed on the base of models and theories about destination/image choice, leisure constraints and goal-directed behavior. The authors argue that examining the relationship between nonchoice behavior drivers and perceptions of performing a given behavior or perceived constraints would provide tourism industry important understanding about innovative market development. |
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