Destination Net Promoter Analysis
Destination net promoter analysis adapts the Net Promoter Score, introduced by Frederick Reichheld (2003), to the measurement of destination advocacy. It rests on a single survey question, how likely a visitor is, on a 0-to-10 scale, to recommend the destination to a friend or colleague, and converts the answers into a compact indicator of word-of-mouth potential. Respondents are sorted into promoters, passives and detractors, and the score is the percentage of promoters minus the percentage of detractors. The metric is attractive for destinations because, as Litvin, Goldsmith and Pan (2008) emphasise, word-of-mouth is one of the most influential information sources in tourism, where intangible products are hard to judge before consumption; a destination's promoters become its advocates, spreading recommendations that drive future visitation, especially through electronic word-of-mouth.
Registro de origen
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- Reichheld, F. F. (2003). The One Number You Need to Grow. Harvard Business Review, 81(12), 46-54. · URL
- Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic Word-of-Mouth in Hospitality and Tourism Management. Tourism Management, 29(3), 458-468. · DOI 10.1016/j.tourman.2007.05.011
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Métodos relacionados
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