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

Tourists visiting Tabriz Historic Bazaar Complex are more likely to engage in word-of-mouth (WoM) promotion when they experience satisfaction through negotiation and bargaining, as well as with the discounts received. This finding, derived from a survey of 615 respondents, highlights the significance of experiential satisfaction in driving WoM behaviors that can foster local tourism development. The study contributes to social exchange theory by demonstrating how negotiation dynamics influence tourist behavior, offering valuable insights for policymakers aiming to boost tourism through strategic interventions.

Thompson, J., Baxter, I. W. F., Curran, R., Gannon, M. J., Lochrie, S., Taheri, B., & Yalinay, O. (2017). Negotiation, bargaining, and discounts: generating WoM and local tourism development at the Tabriz bazaar, Iran. Current Issues in Tourism, 21(11), 1207–1214. https://doi.org/10.1080/13683500.2017.1396294