Travel agents as market mavens: An empirical study on travel agencies in Izmir

Abstract

Despite the developments in computer-mediated communication after the advent of the Internet, traditional word-of-mouth (WOM) marketing is still influential on consumers' buying decision processes. As one of the WOM influencer groups, market mavens are information providers who affect buying decision of other consumers with their product knowledge and marketplace expertise. The purpose of the study is to examine whether front-line employees working at travel agencies are market mavens or not. A survey of 120 travel agency employees was conducted using a structured questionnaire including open-ended questions as well. Descriptive statistics, parallel test, minimum average partial test, exploratory factor analysis, independent samples t-test, and correlation analysis were performed using SPSS 24.0 software. The conclusion of the study revealed that the front line employees in travel agencies had a tendency to give recommendations and share information as market mavens.

Market mavenism, tourists’ co-creation experience, loyalty, vaxication intention: mediating role of travel incentives in the post-COVID-19 environment

“…Furthermore, in the context of COVID-19, market mavens actively engage in sharing their own tourism experiences and actively participate in the cocreation process. This finding is supported by Dogru et al (2017), who discovered that market maven travel agencies are highly inclined to share information about tourism products and services they have personally experienced. Moreover, the data reveals that market mavens demonstrate a strong willingness to engage in cocreation activities, which ultimately fosters loyalty toward travel professionals, such as travel agencies.…”

“…This study is noteworthy for its incorporation of the TPB and macro-micro theory into the tourism literature, encompassing topics such as market mavenism, cocreation of tourist experiences, loyalty, vaccination intention and travel incentives. These areas have been underexplored in previous studies (Dogru et al, 2017;Hoyer et al, 2010;Lon cari c et al, 2019;Zaman et al, 2021aZaman et al, ,2021b, highlighting the significance of this research.…”

“…A study by Dogru et al (2017) examined the market maven behavior of travel agents and found that they exhibit characteristics similar to market mavens when it comes to providing recommendations and sharing information with customers. Recent research has also highlighted the strong inclination of market mavens toward tourists' cocreation process (Javed and Awan, 2022).…”

“…Market mavens exhibit a higher level of referral behavior, resulting in an increased acquisition of new customers and revenue generation for the company. Dogru et al (2017) introduced the concept of market mavens, individuals who are regarded as valuable sources of information within the travel industry. Market mavens have the potential to collaboratively generate valuable experiences and incentives.…”

Uncertainty avoidance in purchase decision process

“…Njihova uloga u širenju informacija i marketinških poruka ima veoma jak uticaj na kupovne odluke potrošača(Fitzmaurice, 2011). Mavenizam je posebno značajan kada se radi o kupovinama kod kojih se percipira visok nivo rizika i neizvesnosti jer nadoknađuje nedostatak tržišnih informacija, smanjuje nivo rizika i ohrabruje potrošače, što u krajnjoj liniji podstiče sigurnije potrošačko iskustvo(Doğru et al, 2017). Smith i Bristor (1994) dokazali su da kada su potrošači skloniji izbegavanju neizvesnosti u procesu kupovine oni će težiti da se ponašaju kao tržišni mavenisti odnosno biće više zainteresovani da budu aktivniji na tržištu kako bi prikupili što više informacija.…”