Travel market maven in a traditional marketplace

Abstract

Market mavenism enhances the economic impacts of tourism. Using a convergent parallel mixed‐methods design, first, a quantitative study tests a conceptual model supported by goal‐setting theory to stimulate market mavenism in the traditional marketplace. Quantitative data are used to apply structural equation modeling and analysis of necessity to assess the sufficiency and necessity of market maven antecedents, respectively. The effect of nationality and travel types on the study variables are also investigated. Second, a qualitative study conducts interviews to explore mechanisms of market maven development through experience with the market in a traditional marketplace. Confusion proneness and choice confidence are sufficient and necessary predictors of market mavenism. Evaluation costs and final negative affect are sufficient but unnecessary to achieve market mavenism. Asian consumers receive a greater market maven experience compared to consumers from other regions.