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Information diffusion and new product consumption: A bass model application to tourism facility management

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  • Hsiao, James Po-Hsun
  • Jaw, Chyi
  • Huan, Tzung-Cheng

Abstract

This article applies models to measure and to understand how information diffusion influences tourists' consumption patterns. The study uses administrative data on a new festival's attendance and advertising. Bass's [Bass FM. A new product growth for model consumer durables. Manage Sci 1969;15(5):215-227] model and a modified version [Horsky D, Simon LS. Advertising and the diffusion of new products. Mark Sci 1983;2(1):1-18] to allow for advertising's effect. Results imply effectiveness of front loaded advertising. This result is due to increasing purchases that result from word-of-mouth information diffusion. However, a model with an effect of advertising is accepted as well as a model with no consideration of advertising budget. Examination of consistency and conceptual issues with models raises the need for models that are more realistic for the tourism product. A specific concern is developing models appropriate to analysis of attendance at a limited-duration innovative event (e.g., new product) held at a host to impact longer-term attendance of the host.

Suggested Citation

  • Hsiao, James Po-Hsun & Jaw, Chyi & Huan, Tzung-Cheng, 2009. "Information diffusion and new product consumption: A bass model application to tourism facility management," Journal of Business Research, Elsevier, vol. 62(7), pages 690-697, July.
    • Handle: RePEc:eee:jbrese:v:62:y:2009:i:7:p:690-697
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    References listed on IDEAS

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    1. Dan Horsky & Leonard S. Simon, 1983. "Advertising and the Diffusion of New Products," Marketing Science, INFORMS, vol. 2(1), pages 1-17.
    2. Frank M. Bass, 1969. "A New Product Growth for Model Consumer Durables," Management Science, INFORMS, vol. 15(5), pages 215-227, January.
    3. W. Tsay, 1998. "On the power of durbin-watson statistic against fractionally integrated processes," Econometric Reviews, Taylor & Francis Journals, vol. 17(4), pages 361-386.
    4. Vijay Mahajan & Eitan Muller & Frank M. Bass, 1995. "Diffusion of New Products: Empirical Generalizations and Managerial Uses," Marketing Science, INFORMS, vol. 14(3_supplem), pages 79-88.
    5. Irwin Bernhardt & Kenneth D. Mackenzie, 1972. "Some Problems in using Diffusion Models for New Products," Management Science, INFORMS, vol. 19(2), pages 187-200, October.
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