An examination of the relationships established between a whitewater rafting provider and its male and female customers

Journal of Hospitality and Leisure Marketing

Volumn 10, Issue 1-2, 2003, Pages 137-150

  Morais, Duarte B ^a   Zillifro, Traci ^a  

^a PENNSYLVANIA STATE UNIVERSITY   (United States)

Author keywords

Gender segmentation; Relationship marketing; Resource theory

Indexed keywords

EID: 10144238815     PISSN: 10507051     EISSN: None     Source Type: Journal    
DOI: 10.1300/J150v10n01_09     Document Type: Article

References (42)

1. Backston, M. (1993). Beyond brand personality: Building brand relationships. In David Asker, & Biel, A. (Eds.), Brand Equity and Advertising: Advertising’s Role in Building Strong Brands (pp. 113-124). Hillsdale, NJ: Erlbaum.
2. Berg, J. H., and McQuinn, R. D. (1986). Attraction and exchange in continuing and noncontinuing dating relationships. Journal of Personality and Social Psychology, 50(5), 942-952.
3. Bond, M. (1997, August). Who really wears the adventure travel pants? Adventure Travel Business, 13-15.
4. Brinberg, D., & Wood, R. (1983). A resource exchange theory analysis of consumer behavior. Journal of Consumer Behavior, 10(3), 330-338.
5. Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences (2nd edition). Hillsdale, NJ: Lawrence Erlbaum Associates.
6. Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
7. Deighton, J. (1996). The future of interactive marketing. Harvard Business Review, 74, 151-166.
8. Dillman, D. (1978). Mail and Telephone Surveys. New York: John Wiley.
9. Dorsch, M. J. & Carlson, L. (1996). A transaction approach to understanding and managing customer equity. Journal of Business Research, 35(3), 253-264.
10. Ewert, A. (1993). Differences in the level of motive importance based on trip outcome, experience level and group type. Journal of Leisure Research, 25(4), 335-349.
11. Ewert, A, Hollenhorst, S. (1994). Individual and setting attributes of the adventure recreation experience. Leisure Sciences, 16(3), 177-188.
12. Faul, F., & Erdfelder, E. (1992). GPOWER: A priori, post hoc, and compromise power analyses for MS-DOS [Computer program], Bonn, FRG: Bonn University, Department of Psychology.
13. Foa, U. G., & Foa, E. B. (1974). Societal Structures of the Mind. Springfield, IL: Charles C. Thomas.
14. Fornell, C., & Wernerfelt, B. (1987). Defensive marketing strategy by customer complaint management: A theoretical analysis. Journal of Marketing Research, 24(4), 337-346.
15. Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-373.
16. Gronroos, C. (1997). From marketing mix to relationship marketing-towards a paradigm shift in marketing. Management Decision, 35(3-4), 322-338.
17. Henderson, K. A. (1996). One size doesn’t fit all: The meanings of women’s leisure. Journal of Leisure Research, 28(3), 139-154.
18. Henderson, K. A. (2000). Gender inclusion as a recreation trend. In W. C. Gartner, and Lime, D. W. (Editors). Trends in Outdoor Recreation, Leisure and Tourism (pp. 17-28). Wallingford, UK: CAB International.
19. Horowitz, B. (1995, June 20). Big-league advertisers line up to sponsor women’s sports. USA Today, p. 1B.
20. Hudson, S. (2000). The segmentation of potential tourists: Constraint differences between men and women. Journal of Travel Research, 38, 363-368.
21. Katcham, K. (1990). Guest Profile Study-Wildwater Ltd. Clemson, SC: Clemson University, Department of Parks, Recreation, and Tourism Management.
22. Kotler, P, Bowen, J., & Makens, J. (1998). Marketing for Hospitality and Tourism (2nd edition). Upper Saddle River, NJ: Prentice Hall.
23. Kwortnik, R., & Manciny, M. (1997). Essentials of Travel Packaging: Creating, Marketing and Managing the Travel Product. Lexinton, KY: National Tour Association, Inc.
24. Lane, C., & Bachmann, R. (1996). The social constitution of trust: Supplier relations in Britain and Germany. Organization Studies, 17(3), 365-396.
25. Loyd, S., Cate, R., and Henton, J. (1982). Brand loyalty vs repeat purchasing behavior. Journal of Marketing Research, 10(1), 1-9.
26. Manning, R. E. (1999). Studies in Outdoor Recreation: Search and Research for Satisfaction (2nd Edition). Corvallis, OR: Oregon State University Press.
27. McCracken, G. (1993). The value of the brand: An anthropological perspective. In David Asker, & Biel, A. (Eds.), Brand Equity and Advertising: Advertising’s Role in Building Strong Brands (pp. 125-139). Hillsdale, NJ: Erlbaum.
28. Morais, D. B. (2000). Reconceptualization of loyalty under a resource investment perspective: A study of group leaders in the leisure service industry. Unpublished Ph.D. dissertation, Clemson University, Clemson, SC, 240 pp.
29. Morais, D. B., Backman, K., Backman, S. J. (1999). Affect intensity as an antecedent of advertisement recall and intentions to purchase a leisure service. Tourism Analysis, 4(2), 75-82.
30. Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of relationship marketing. Journal of Marketing, 58, 20-38.
31. Myers, G. (1994). Targeting the new professional woman: How to market and sell to today’s 57 million working women. Chicago, IL: Probus Publishing Company.
32. Olsen, B. (1993). Brand loyalty and lineage: Exploring new dimensions for research. Advances in Consumer Research, 20, 575-579.
33. Parks, J. B., Shewokins, P. A., & Costa, C. A. (1999). Sport management research: What’s still missing? What’s still needed? Journal of Sport Management, 13, 139-147.
34. Popcorn, F. & Marigold, L. (2000). EVEolution: The Eight Truths of Marketing to Women. New York: Hyperion.
35. Reichheld, F. F. (1996). The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value. Boston, MA: Harvard Business School Press.
36. Reichheld, F. F., and Sasser Jr., W. E. (1990). Zero defections: Quality comes to services. Harvard Business Review, 68(5), 105-111.
37. Schouten, J., & McAlexander, J. (1995). Subcultures of consumption: An ethnography of the new bikers. Journal of Consumer Research, 22, 43-61.
38. Sheth, J., & Parvatiyar, A. (1995). Relationship marketing in consumer markets: Antecedents and consequences. Journal of the Academy of Marketing Science, 23(4), 255-271.
39. Shimp, T., & Madden, T. (1988). Consumer-object relations: A conceptual framework based analogously on Sternberg’s triangular Theory of Love. Advances of Consumer Research, 15, 163-168.
40. Simmons Market Research Bureau (1994). Simmons 1994 Study of Media and Markets. New York: Simmons Market Research Bureau.
41. Tornblom, K. Y., & Fredholm, E. M. (1984). Attribution of friendship: The influence of the nature and comparability of resources given and received. Social Psychology Quarterly, 47, 50-61.
42. Walster, E., Walster, G., and Berscheild, E. (1978). Equity: Theory and Research. Boston, Allyn and Bacon.