Effects of Retargeting on Post-Purchase Behavior in the Tourism Industry

Abstract

This study examines the impact of digital retargeting strategies on consumers' post-purchase behavior within the e-tourism sector, specifically how these practices affect consumers' purchasing experiences, including satisfaction and repurchase intentions. This study provides an in-depth analysis of consumer reactions to retargeting ads in Saudi Arabia and Spain, offering valuable insights into the effectiveness of these marketing strategies in diverse global settings. This research uses a quantitative approach to analyze survey data from e-tourism consumers in Saudi Arabia and Spain who received retargeting ads after booking. Applying the Expectation Confirmation Theory, the study explores the relationship between such ads and consumers' expectations confirmation, satisfaction, and future purchasing plans. Additionally, it investigates the role of cultural values and how varying levels of trust in technology and digital skills influence the impact of retargeting ads. The findings reveal that post-purchase retargeting ads can negatively affect consumer expectation confirmation by altering their initial expectations, reducing their satisfaction, and repurchase intentions. This is particularly true for consumers with higher digital skills and trust in technology, who tend to scrutinize advertising practices more critically. Furthermore, even though the results were very similar across users from Spain and Saudi Arabia, individual cultural values play a crucial role in shaping the effectiveness of retargeting campaigns. The research advocates for a more personalized and culturally sensitive approach to retargeting in the e-tourism industry. These findings enrich the academic discussion on digital marketing strategies and offer strategic recommendations for marketers seeking to optimize engagement in culturally diverse markets.