A Field Experimental Investigation of Managerially Facilitated Consumer-to-Consumer Interaction

ABSTRACT Positive social interactions among consumers are considered increasingly important elements in corporate relationship marketing efforts. There is scant empirical research, however, demonstrating the effect of consumer interactions facilitated by service industry managers on consumer evaluations and behavioral intentions. This study employs a field experimental methodology utilizing four half-day cultural heritage tours (n = 156) to examine consumer-to-consumer (C-to-C) interactions within the group travel context. Research findings demonstrate that managerially facilitated C-to-C interactions significantly increase tour member satisfaction and enjoyment. Theoretical and managerial implications are discussed, and calls are made for more field experimental methodologies to be used in tourism research.