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

Author

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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)

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.

Suggested Citation

  • Danielle Lecointre-Erickson & Patrick Legoherel & Bruno Daucé, 2022. "The Influence of Window Displays on Patronage Intentions: The Case of French Tourist Bureaux," Post-Print hal-03761590, HAL.
    • Handle: RePEc:hal:journl:hal-03761590
    Note: View the original document on HAL open archive server: https://univ-angers.hal.science/hal-03761590
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    References listed on IDEAS

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    Keywords

    window display; tourist bureau; Construal Level Theory;
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