Customer-to-customer interaction in tourism experience: Moderating role of nationality

Abstract

In this research, we examine the effect of extroversion and the perceived similarity on customer to customer interaction (CCI), and the effect of this interaction on the tourists’ reactions. We examine also the moderating role of the nationality in CCI and tourists behavior. The study is based on a sample of 519 tourists from different nationalities (Tunisian, French, German, British and Italian tourists) residing in hotels in Tunisia. The results show that extroversion and the perceived similarity contribute to the development of the interactions between customers, and that this type of interaction influences the tourists’ behavioral responses (desire of stay, satisfaction and loyalty). Similarly, the results indicate that the tourist's nationality moderates the relation between CCI and tourists’ reactions. Managers should have a clear and explicit strategic position in terms of interactions with customers. They can put forward their position by valuing and inciting the relationships between customers in terms of distraction, help or information.