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A grounded theory approach to determine the factors affecting tourism decisions

Author

Listed:
  • Attri, Rekha

    (Assistant Professor, Jaipuria Institute of Management, India)

  • Jasrotia, Sahil

    (Assistant Professor, Jaipuria Institute of Management, India)

Abstract

Today’s tourists want a personalised service that provides not just detailed information about destinations, but also packages tailored to their individual needs. This paper proposes a conceptual customer relationship management model for the tourism sector. The study was carried out by conducting in-depth interviews with the owners and senior managers of tour operating companies in the cities of Bhopal and Indore, Madhya Pradesh, India. Eighteen tour operators and managers were interviewed, each of whom had at least five years of experience working in the sector. The content was analysed using the grounded theory approach. To help deliver value to customers and hence develop stronger customer bonds, the model developed through this research includes factors such as natural characteristics, amenities, social environment, attractions, accessibility, security, promotions and customer feedback. By considering these factors, tour operators can design their customer acquisition, servicing and loyalty plans to enhance customer relationship management in tourism.

Suggested Citation

  • Attri, Rekha & Jasrotia, Sahil, 2022. "A grounded theory approach to determine the factors affecting tourism decisions," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 6(2), pages 123-139, March.
    • Handle: RePEc:aza:jcms00:y:2022:v:6:i:2:p:123-139
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    More about this item

    Keywords

    customer relationship management; tourism; grounded theory; tourism;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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