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Curiosity motivated vacation destination choice in a reward and variety-seeking perspective

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  • Martenson, Rita

Abstract

Most research in marketing and consumer behavior is focused on inexpensive products and customer loyalty, rather than on experience-centric services and variety-seeking behavior. This paper aims to address that gap by focusing on what drives European consumers’ variety-seeking vacation behavior. Europeans maximize their utility (happiness) through leisure (Okulics-Kozaryn, 2011). It is therefore reasonable to assume that rewards drive variety-seeking vacation-behavior in Europe. The proposed and tested model integrates neuro-research with research in marketing to provide new ways of thinking about the variety-seeking phenomenon.

Suggested Citation

  • Martenson, Rita, 2018. "Curiosity motivated vacation destination choice in a reward and variety-seeking perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 70-78.
    • Handle: RePEc:eee:joreco:v:41:y:2018:i:c:p:70-78
    DOI: 10.1016/j.jretconser.2017.11.009
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    References listed on IDEAS

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    2. Javornik, Ana & Marder, Ben & Pizzetti, Marta & Warlop, Luk, 2021. "Augmented self - The effects of virtual face augmentation on consumers' self-concept," Journal of Business Research, Elsevier, vol. 130(C), pages 170-187.
    3. Liyang Xiong & Honglei Yu & Zhanqing Wang, 2021. "Competition in a Variety Seeking Market With Brand Name Awareness," SAGE Open, , vol. 11(2), pages 21582440211, April.

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