The Influence of Window Displays on Patronage Intentions: The Case of French Tourist Bureaux

Danielle Lecointre-Erickson (), Patrick Legoherel () and Bruno Daucé ()
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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

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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 (search for similar items in EconPapers)
Date: 2022
New Economics Papers: this item is included in nep-tur
Note: View the original document on HAL open archive server: https://univ-angers.hal.science/hal-03761590
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Published in Journal of Marketing Trends, 2022, 8 (1), pp.46-63

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03761590

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