Curiosity motivated vacation destination choice in a reward and variety-seeking perspective

Rita Martenson

Journal of Retailing and Consumer Services, 2018, vol. 41, issue C, 70-78

Abstract: Most research in marketing and consumer behavior is focused on inexpensive products and customer loyalty, rather than on experience-centric services and variety-seeking behavior. This paper aims to address that gap by focusing on what drives European consumers’ variety-seeking vacation behavior. Europeans maximize their utility (happiness) through leisure (Okulics-Kozaryn, 2011). It is therefore reasonable to assume that rewards drive variety-seeking vacation-behavior in Europe. The proposed and tested model integrates neuro-research with research in marketing to provide new ways of thinking about the variety-seeking phenomenon.

Keywords: Variety-seeking behavior; Experience-centric services; Vacations; Tourism; Rewards; Neuro-research (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:41:y:2018:i:c:p:70-78

DOI: 10.1016/j.jretconser.2017.11.009

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