Negotiation, bargaining, and discounts : generating WoM and local tourism development at the Tabriz bazaar, Iran

Thompson, Jamie and Baxter, Ian W. F. and Curran, Ross and Gannon, Martin Joseph and Lochrie, Sean and Taheri, Babak and Yalinay, Ozge (2017) Negotiation, bargaining, and discounts : generating WoM and local tourism development at the Tabriz bazaar, Iran. Current Issues in Tourism, 21 (11). pp. 1207-1214. ISSN 1368-3500 (https://doi.org/10.1080/13683500.2017.1396294)

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Abstract

This paper examines the effects of negotiation intention, bargaining propensity, and discount satisfaction on word-of-mouth (WoM) behaviours for tourists visiting Tabriz bazaar, Iran. Data from 615-survey respondents highlight that tourists are motivated to conduct WoM behaviour when they are experientially satisfied with the opportunity to negotiate and bargain, and when they are satisfied with the discount they receive. This paper makes theoretical contributions to social exchange theory and presents managerial implications for policy-makers to generate tourism development.

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