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

A study on the Tabriz Historic Bazaar Complex reveals that experiential satisfaction with negotiation and bargaining, along with satisfaction with received discounts, significantly motivates tourists to engage in word-of-mouth (WoM) behaviors. This finding underscores the critical role of interactive shopping experiences in driving tourism development at UNESCO World Heritage Sites. The research employs survey data from 615 respondents to explore how these factors influence WoM communication, contributing to Social-Exchange-Theory and offering actionable insights for policymakers aiming to boost local tourism.

Thompson, J., Baxter, I. W. F., Curran, R., Gannon, M. J., Lochrie, S., Taheri, B., & Yalinay, O. (2020). Negotiation, bargaining, and discounts: generating WoM and local tourism development at the Tabriz bazaar, Iran. Current Issues in Asian Tourism, 127–134. https://doi.org/10.4324/9780429291593-10