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 |
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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 Annual Council of Australasian University and Hospitality Education 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://search.informit.com.au/browsePublication;isbn=9780994514141;res=IELBUS (proceedings) |
Conference
Conference | CAUTHE 2019 |
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Abbreviated title | Sustainability of Tourism, Hospitality and Events in a Disruptive Digital Age |
Country | Australia |
City | Cairns |
Period | 11/02/19 → 14/02/19 |
Internet address |