Does it matter to have rapport and social interaction on a group tour?

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Abstract

With rapport building growing in significance, this investigation of its role in attitude and behavioural intention in the group tour context used a multi-methods approach (a video experiment, a photo experiment and a survey). Group attentiveness was also examined as a moderator in the attitude–behavioural intention relationship. Three studies were conducted on the Australian tourism industry in which group tours are common. The first study (a video experiment) and the second study (a photo experiment) were conducted with participants living in Canberra, Australia, while the third survey-based study was conducted on domestic tourists visiting anywhere in Australia on a group tour for the purpose of generalisation. Results from the partial least squares method confirmed the crucial role of rapport in developing a positive attitude and behavioural intention, with the combined effect of rapport and social interaction higher than their individual impacts. Group attentiveness was also found to be a significant moderator.

Original languageEnglish
Pages (from-to)1-13
Number of pages13
JournalJournal of Vacation Marketing
DOIs
Publication statusE-pub ahead of print - 12 Dec 2023

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