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An Investigation of the Influence of Chronotype and Time-of-Day on Travellers’ Behavioural Intentions and Overall Satisfaction With a Tourist Destination

Abstract
This two-study research investigates the influence of chronotype (i.e., sleep rhythms) and time-of-day on tourist behavioural intentions and overall satisfaction with a tourist destination. It demonstrates that morningness is positively related to the length of trip planning, the likelihood of visiting, the likelihood of recommending as well as the monetary value of spendings during the visit, and is negatively related to the frequency of visits to a tourist destination. Moreover, time-of-day moderates the influence of chronotype on the likelihood of visiting a tourist destination. These findings have implications for tourists who may wish to synchronize the timing of their decisions and behaviours to their chronobiological nature. They also suggest using chronotype as a basis for segmentation. Adopting a different approach with morning and evening tourists could contribute to increase the “contextual perceived value” offered by tourist destinations to their travellers to create a sustainable non-price competitive advantage.
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