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The relationship to time, a new variable for segmenting expectations in the world of luxury tourism

Philippe Jourdan, Jean-Claude Pacitto et Jérôme Kokou Afangnibo for the International Marketing Trends Conference, Roma, 2022/ 20-21 January 2022


While the relationship to time has been thoroughly studied, its multidisciplinary nature makes its operationalization in marketing complex. We adopt the perspective of cultural anthropology to define three dimensions of the concept, legendary, modern, and precursor time. We validate an indirect measurement model of the time construct using photo-elicitation. We use this model to develop a typology of expectations, coupled with emotions, in the high-end tourism sector. Four profiles emerge the enriched nostalgic, the proud rebel, the fascinated explorer, and the challenge seeker. We finally discuss limits and extensions to other industries.

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Customers as ‘partial employees’ of service organizations

Article co-written by Philippe Jourdan and Valérie Jourdan, Elgar Encyclopedia of Services, p. 295-296.

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