Antecedents and consequences of experiential versus utilitarian consumption in the travel context

Purpose Although experiential consumption has received some attention from tourism and hospitality researchers in the past decade, the profile of experiential consumers has not been discussed thus far. The purpose of this paper is thus twofold: to test the sociodemographic antecedents of experiential versus utilitarian consumption for profiling purposes and to examine the potential behavioral consequences of experiential versus utilitarian consumption tendencies. Design/methodology/approach On an online research platform, 413 respondents answered questions concerning logic-based/emotion-based decision-making traits, as well as sociodemographic characteristics and several travel behavior variables. Findings Data revealed that emotion-based decision makers are more likely to be females, who are more passionate about their travel needs than are logic-based decision makers. Results also revealed that the importance that emotion-based decision makers place on travel preferences, potential travel risks and travel information sources is higher than that of their logic-based counterparts. Research limitations/implications The current study used one personality trait, emotion-based decision-making, as a proxy for experiential consumption. There are other potentially explanatory traits that should be investigated in future studies. Practical implications Destination marketing organizations (DMOs) promoting destinations with historical and cultural attractions can capitalize on the finding that these attractions are highly demanded by both types of decision makers, whereas DMOs of man-made attraction destinations may need to find ways to embellish the significance of these attractions for both types of decision makers. Social implications Even though social risk was the lowest-rated item in general, both decision-making traits were highly correlated with social risk. The higher the tendency in the decision-making style, either logic-based or emotion-based, the more important how a trip would make them look within their social circle. Social risk concerns for both types of decision makers should be addressed in marketing messages. Originality/value The current study represents one of the earliest attempts to draw a picture of experiential consumers in comparison with utilitarian consumers in sociodemographic and behavioral characteristics.