The Double Jeopardy in high street footfall

IF 1.8 Q3 HOSPITALITY, LEISURE, SPORT & TOURISM Journal of Place Management and Development Pub Date : 2023-08-25 DOI:10.1108/jpmd-10-2022-0100
C. Graham, G. O'Rourke, Kamran Muhammad Khan
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Abstract

Purpose Calls for empirical and theory-based outcome measures in the place marketing literature are made more pressing as policymakers manage post-COVID high street recovery. This study aims to evaluate how knowledge of repeat buying established in the consumer marketing domain might be adapted to benchmark place marketing effectiveness, applying the Law of Double Jeopardy to capture the predictable relationship between footfall and visit frequency on competing high streets. Design/methodology/approach The authors match footfall and survey data collected simultaneously on nine local high streets in one London borough to ask if a predictable Double Jeopardy relationship exists. The authors then test the theoretical assumptions of independence that underpin the Law in patterns of switching; the predictable distribution of regular, infrequent and new visitors; and the absence of user segmentation. Findings The authors observe that Double Jeopardy constrains behavioural outcomes, that a simple model fits high street footfall data well and that its theoretical assumptions are supported. Originality/value This paper makes several practical and theoretical contributions. The authors demonstrate a method to model expected repeat visit frequency from footfall density and elaborate footfall data into its frequency classes. The authors also locate the effects of loyalty over time within existing knowledge of spatial competition for high street patronage and demonstrate how place marketing insights can be derived from applications of this useful law.
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《双重危险》在商业街上演
随着政策制定者管理后covid高街复苏,对市场营销文献中基于经验和理论的结果衡量的呼吁变得更加紧迫。本研究旨在评估消费者营销领域中建立的重复购买知识如何适用于基准场所营销效果,应用双重危险法则来捕捉竞争高街上客流量和访问频率之间的可预测关系。设计/方法/方法作者将在伦敦一个行政区的9条主要街道同时收集的客流量和调查数据进行比对,以询问是否存在可预测的双重危险关系。然后,作者测试了在转换模式中支撑该定律的独立性理论假设;定期、不经常和新访客的可预测分布;以及缺乏用户细分。研究结果:作者观察到,“双重危险”限制了行为结果,一个简单的模型很好地符合商业街的客流量数据,其理论假设得到了支持。本文在实践和理论方面做出了一些贡献。作者展示了一种基于客流量密度的预期重复访问频率建模方法,并将客流量数据细化为其频率类别。作者还在现有的商业街赞助空间竞争知识中定位了忠诚度随时间的影响,并展示了如何从这一有用法则的应用中获得地点营销见解。
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来源期刊
Journal of Place Management and Development
Journal of Place Management and Development HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
4.30
自引率
7.70%
发文量
16
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