Information diffusion and new product consumption: A bass model application to tourism facility management

This article applies models to measure and to understand how information diffusion influences touristsʹ consumption patterns. The study uses administrative data on a new festivalʹs attendance and advertising. Bassʹs [Bass FM. A new product growth for model consumer durables. Manage Sci 1969;15(5):215–227] model and a modified version [Horsky D, Simon LS. Advertising and the diffusion of new products. Mark Sci 1983;2(1):1–18] to allow for advertisingʹs effect. Results imply effectiveness of front loaded advertising. This result is due to increasing purchases that result from word-of-mouth information diffusion. However, a model with an effect of advertising is accepted as well as a model with no consideration of advertising budget. Examination of consistency and conceptual issues with models raises the need for models that are more realistic for the tourism product. A specific concern is developing models appropriate to analysis of attendance at a limited-duration innovative event (e.g., new product) held at a host to impact longer-term attendance of the host.