The purpose of this study, using a qualitative method, was to explore and identify key factors in the decision-making process that led business owners/managers to select an advertising program which included travel as a "value-added" marketing incentive. During September-November 1996, a California based adventure travel company organized two incentive travel experiences to Fiji and Kenya for radio stations in San Francisco, CA and Detroit, MI. Results indicate that a program to a unique exotic destination is a factor worth considering. Other key factors derived included safety traveling within a group, reputation of the radio station, expectation for the type of trip offered, feelings that excellent accommodations were available throughout the trip, and the importance of worry free travel. A number of important themes emerged and are important considerations for future research in the incentive travel area.
Cottrell, Stuart; Bricker, Kelly; Kerstetter, Deborah; and Verhoven, Peter
"A Qualitative Analysis of the Decision Making Process for Selecting Travel as a "Value-added" Incentive,"
Visions in Leisure and Business: Vol. 18
, Article 5.
Available at: https://scholarworks.bgsu.edu/visions/vol18/iss3/5