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The Role of Awareness and Familiarity with a Destination: The Central Florida Case

The Role of Awareness and Familiarity with a Destination: The Central Florida Case This study is based on the theoretical background of the consumer's buying process incorporating product awareness, familiarity, interest, and purchase. Using a sample of 750 U.S. households, a series of hypotheses were tested to analyze whether consumer aware ness and familiarity with Central Florida as a vacation destination had an impact on the consumer's destination image and on the interest and likelihood to visit it. The results indicate that those who were familiar with Central Florida (i.e., had previously visited it) had a more positive image of the destination and were more interested in and likely to revisit it than those who were only aware of the destination. However, contrary to our expectations, interest or likelihood to visit Central Florida was not significantly higher among those who were aware of Central Florida as a tourist destination than those who were not aware of it. For this case, it is possible to conclude that as consumers move from the awareness stage to the familiarity stage their interest and likelihood to visit increase, although the same may not be true when consumers move from the nonawareness to the awareness stage. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Travel Research SAGE

The Role of Awareness and Familiarity with a Destination: The Central Florida Case

Milman, Ady; Pizam, Abraham
Journal of Travel Research , Volume 33 (3): 7 – Jan 1, 1995
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References (26)

Publisher
SAGE
Copyright
Copyright © by SAGE Publications
ISSN
0047-2875
eISSN
1552-6763
DOI
10.1177/004728759503300304
Publisher site
See Article on Publisher Site

Abstract

This study is based on the theoretical background of the consumer's buying process incorporating product awareness, familiarity, interest, and purchase. Using a sample of 750 U.S. households, a series of hypotheses were tested to analyze whether consumer aware ness and familiarity with Central Florida as a vacation destination had an impact on the consumer's destination image and on the interest and likelihood to visit it. The results indicate that those who were familiar with Central Florida (i.e., had previously visited it) had a more positive image of the destination and were more interested in and likely to revisit it than those who were only aware of the destination. However, contrary to our expectations, interest or likelihood to visit Central Florida was not significantly higher among those who were aware of Central Florida as a tourist destination than those who were not aware of it. For this case, it is possible to conclude that as consumers move from the awareness stage to the familiarity stage their interest and likelihood to visit increase, although the same may not be true when consumers move from the nonawareness to the awareness stage.

Journal

Journal of Travel Research – SAGE

Published: Jan 1, 1995

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