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Determinants of Positive Word of Mouth in the Tunisian Tourism Sector

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  • Moez LTIFI

    (Department of Management, Higher Institute of Business Administration of Sfax)

Abstract

Our study aims to support a critical view on a large literature on relational fidelity. It seeks to demonstrate that, to understand the loyalty in the context of an experiential consumption, the analytical framework must be changed. It is beyond the simplistic view considering consumption as an instantaneous act and positions themselves within a more holistic approach with consumption as an experience for the consumer. We try to investigate to what extent the novelty, control and commitment help explain the strength of the relationship that could bind a consumer to the provider. We discuss and test the validity of a complex network of relationships breaking with the theoretical approaches. Then, we test, through an empirical study, the validity of the relationships identified in the literature in the context of a consumption experience of hotel services in North West Tunisia.

Suggested Citation

  • Moez LTIFI, 2014. "Determinants of Positive Word of Mouth in the Tunisian Tourism Sector," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 2(4), pages 107-122, April.
    • Handle: RePEc:nup:jrmdke:v:2:y:2014:i:4:p:107-122
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    References listed on IDEAS

    as
    1. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    2. Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1992. "The Role of Optimum Stimulation Level in Exploratory Consumer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(3), pages 434-448, December.
    3. Alexandre Steyer & Renaud Garcia-Bardidia & Pascale Quester, 2007. "Modélisation de la structure sociale des groupes de discussion sur Internet: Implications pour le contrôle du marketing viral," Post-Print hal-02054899, HAL.
    4. Feng, Jie & Papatla, Purushottam, 2011. "Advertising: Stimulant or Suppressant of Online Word of Mouth?," Journal of Interactive Marketing, Elsevier, vol. 25(2), pages 75-84.
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