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dc.contributor.authorGardiner, S
dc.contributor.authorBec, A
dc.description.abstractPurpose: This study aims to explore the evolution of the culture agapic (personal) gift-giving with the advent of new online gifting platforms that provide the opportunity to gift tourism experiences. This study investigates this well-established cultural behavior in view of this new form of social exchange. Design/methodology/approach: Focus group interviews with two key target markets – mothers and couples/singles – were conducted (N = 39). Interview questions focused on understanding gifting using online platforms, sharing the experience and the role of various parties in the exchange. Findings: This study reveals that experiential tourism gifts differ from physical gifts because they offer novelty and symbolic value, heighten positive emotions and have the potential to create lifelong memories for recipients. However, giving an experiential gift can also be a risky option because of the uncertainty of getting the gift–recipient identity match correct, particularly for adventure tourism gifts. The identity of the gift-giver is also considered in gift selection as the experience selected is a reflection of self. Practical implications: It is recommended that online experiential gifting platforms pay attention to both the identity of the gift-giver and gift-recipient. Sharing the experience through social media posts can reinforce both parties’ social identity, create a positive social exchange and may motivate repeat purchase. Originality/value: To the best of the authors’ knowledge, this is the first study to uncover the motivational factors of online tourism experiential gifting as part of the culture of gift-giving and the parties in this exchange. The findings advance theoretical understanding of this new form of social exchange.
dc.relation.ispartofjournalInternational Journal of Culture, Tourism, and Hospitality Research
dc.titleThe culture of gifting with the emergence of online tourism experiential gift-giving
dc.typeJournal article
dc.type.descriptionC1 - Articles
dcterms.bibliographicCitationGardiner, S; Bec, A, The culture of gifting with the emergence of online tourism experiential gift-giving, International Journal of Culture, Tourism, and Hospitality Research, 2021
gro.description.notepublicThis publication has been entered as an advanced online version in Griffith Research Online.
gro.hasfulltextNo Full Text
gro.griffith.authorGardiner, Sarah J.

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