Cecilie Andersen

Stipendiat

Institutt for strategi og ledelse

Kontor 9I258 (Universitetsveien 19, 4630 Kristiansand, Norway)

Forskningsgrupper

Arbeidserfaring:

SkandiaEnergi (2019). Leder merkevare

Agderforskning/Norce (2016- ). Forsker / Prosjektleder.

NorgesEnergi (2003-2016). Merkevareansvarlig.

Utdannelse:

MSc Tourism Management and Planning, Bournemouth University, England.

Bachelor i økonomisk/administrative fag med fordypning i Internasjonal Markedsføring, Høgskolen i Telemark.

1 årig fordypningsstudie i Reiseliv, Høgskolen i Telemark.

2 årig Økonomi og Administrasjon, Høgskolen i Agder.

Undervisning:

International e-Marketing, UiA (MF 300).

Faglig interesse:

Merkevarebygging, Markedsføring, Sosiale Medier, Reiseliv og Kultur, Innovasjon.

Andersen, Cecilie; Engeset, Marit Gundersen & Nyhus, Ellen K. (2023). Tourist involvement in vacation planning and booking: impact on word of mouth and loyalty. Tourism Review. ISSN 1660-5373. doi: 10.1108/TR-08-2022-0398. Vis sammendrag
Purpose This paper aims to explore how different levels of involvement in the prevacation phase affect vacationers’ subsequent satisfaction, word of mouth (WOM) recommendations and loyal behavior with regard to the planning/booking process. Design/methodology/approach Data from a field study (N = 5,158) in a travel planning context are used to investigate the differences in WOM recommendations and loyalty between self-packagers (higher involvement) and package buyers (lower involvement). Findings Tourists who are less involved in the prevacation phase are more likely to recommend the planning/booking process, while more involved tourists are more likely to repeat the same planning/booking process than package buyers. Practical implications The findings have implications for tourist agencies, tour operators, tourism suppliers and tourism marketers in terms of customer retention and WOM communication. These findings also have theoretical implications for the WOM and loyalty literature. Originality/value This paper reveals how involvement in travel planning may affect satisfaction, WOM recommendation and loyalty behavior. These relationships have not been investigated before.

Andersen, Cecilie (2022). Teft for næring: Merkevarebygging på Sørlandet.
Andersen, Cecilie; Nyhus, Ellen K. & Engeset, Marit Gundersen (2019). The Relationship between the Holiday Planning and Booking Process and WOM Intention: A Comparison Across Three Countries.
Andersen, Cecilie (2019). Spis Sørlandet.
Andersen, Cecilie (2019). Fra havets bunn til cyberspace! .
Andersen, Cecilie; Nyhus, Ellen K. & Engeset, Marit Gundersen (2019). Holiday Planning, Booking Process and WOM Intention: A comparison Across Three Countries.

Publisert 16. apr. 2024 11:20