Abstract
The Net Promotor Score (NPS) is used as a Key Performance Indicator in industry. As part of NPS, respondents are asked how likely they are to recommend (brand x) to others, and are provided with an 11-point scale ranging from 0 = not at all likely to 10 = very likely. Responses are classified into promoters (9-10), passives (7-8), and detractors (0-6). The score is calculated by reducing the percentage of detractors from promoters. Based on data collected in a longitudinal tourism project this paper questions it application - especially with Millennial visitors. The findings provide qualitative evidence the NPS is an inaccurate measure of loyalty and satisfaction, as those who score an 8 and would be classified as a 'passive' have a strong favourable attitude towards the destination. This is particularly the case for Millennial visitors. Accordingly, the use of the NPS needs to be reconsidered with that segment.
| Original language | English |
|---|---|
| Title of host publication | CAUTHE 2019 |
| Subtitle of host publication | Sustainability of Tourism, Hospitality & Events in a Disruptive Digital Age: Proceedings of the 29th Annual Conference |
| Place of Publication | Cairns, Qld |
| Publisher | Central Queensland University Australia |
| Pages | 429-432 |
| Number of pages | 4 |
| ISBN (Print) | 9780994514141 |
| Publication status | Published - 11 Feb 2019 |
| Event | CAUTHE 2019: 29th CAUTHE conference - Pullman Cairns International, Cairns, Australia Duration: 11 Feb 2019 → 14 Feb 2019 https://cauthe.org/conference-2019/ http://cauthe.org/wp-content/uploads/2019/02/10-Conference-Program.pdf (conference program) https://web.archive.org/web/20180322102908/https://www.cqu.edu.au/about-us/structure/schools/bl/cauthe-2019 (Host location conference website) |
Conference
| Conference | CAUTHE 2019 |
|---|---|
| Abbreviated title | Sustainability of Tourism, Hospitality and Events in a Disruptive Digital Age |
| Country/Territory | Australia |
| City | Cairns |
| Period | 11/02/19 → 14/02/19 |
| Other | CAUTHE’s 2019 theme ‘Sustainability of Tourism, Hospitality and Events in a Disruptive Digital Age’ explores how the industry can implement change sustainably in the digital era to ensure social, cultural, economic and natural environments continue to benefit. The first stream of the conference is dedicated to exploring innovative approaches and the strategic thinking needed to adapt and implement processes and practices in order to achieve such sustainability within the digital expansion around tourism. Building upon this stream, we invite delegates to examine specific facets of this challenge through demand side, supply side and research and theory development. |
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