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The group purchasing process : an investigation into the influence of the facilitator in alpine tourism

Shaw, Michael R., Hall, John, Binney, Wayne and Battershill, Fiona 2005, The group purchasing process : an investigation into the influence of the facilitator in alpine tourism, in CAUTHE 2005 : Sharing Tourism Knowldge : Proceedings of the Council for Australian University Tourism and Hospitality Education Conference, CAUTHE, [Darwin, N.T.], pp. 1-13.

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Title The group purchasing process : an investigation into the influence of the facilitator in alpine tourism
Author(s) Shaw, Michael R.
Hall, John
Binney, Wayne
Battershill, Fiona
Conference name Council for Australian University Tourism and Hospitality Education. Conference (2005 : Alice Springs, N.T.)
Conference location Alice Springs, N.T.
Conference dates 1-5 Feb. 2005
Title of proceedings CAUTHE 2005 : Sharing Tourism Knowldge : Proceedings of the Council for Australian University Tourism and Hospitality Education Conference
Editor(s) Tremblay, Pascal
Boyle, Alicia
Publication date 2005
Conference series Council for Australian University Tourism and Hospitality Education Conference
Start page 1
End page 13
Total pages 13
Publisher CAUTHE
Place of publication [Darwin, N.T.]
Keyword(s) leisure tourism
group travel
social group influence
group facilitator
opinion leadership
ski and alpine tourism
Summary Group travel is a common feature of all tourism markets and can vary from the familiar peer group/common purpose associations of the football and cricket followers to the non-familiar co-operative travel group of the under 35 year olds bus adventures throughout Europe. This study investigates the nature of social group travel in alpine tourism. It specifically examines the phenomena of the "group facilitator"; the person within the group who takes a major role in the travel decisions and organisation on rehalf of all the other members in the travel party. The specific activities of this "group facilitator" and the role of opinion leadership, information search, organisation process, previous experience, relationship ties between the group members are examined. The 'facilitator' also influences other individuals' decision to participate who delegate selection of destination to this person as well. The 'facilitator' has many of the characteristics of an opinion leader and was recognised by group participants as a major source of information about the destination. The findings of the study have important implications for tourism marketers as they highlight an opportunity to reach many potential travellers by directly targeting one key influencer and decision maker.
Notes Reproduced with the kind permission of the copyright owner.
ISBN 9781876248970
1876248971
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2005, CAUTHE
Persistent URL http://hdl.handle.net/10536/DRO/DU:30009688

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