{"title":"When travel blurs the self: The role of self-diagnosticity in tourist pay-what-you-want","authors":"Jihao Hu , Lisa C. Wan","doi":"10.1016/j.tourman.2024.105001","DOIUrl":null,"url":null,"abstract":"<div><p>While existing research on pay-what-you-want often focuses on specific factors within the tourism context (e.g., time pressure, social crowding) that impact customers' payment magnitude, little is known about how the tourism context per se may shape customers' responses in pay-what-you-want pricing. Building on the multiple self-aspects framework, self-diagnosticity theory, and escapism characteristics of tourism, this research proposes that, because one's core self-aspects are less available and accessible in the tourism environment, customers in the tourism (vs. daily) context undergo a diminished perception of self-diagnosticity, which motivates them to pay less in pay-what-you-want. Intriguingly, the negative effect of tourism (vs. daily) context on customers' pay-what-you-want payments will be reversed when customers are engaged in eudaimonic (vs. hedonic) experiences. The focal effect is examined in both pure consumption and cause marketing situations and the underlying mechanism is explored using both mediation and moderation approaches. Theoretical and managerial implications are also discussed.</p></div>","PeriodicalId":48469,"journal":{"name":"Tourism Management","volume":null,"pages":null},"PeriodicalIF":10.9000,"publicationDate":"2024-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S0261517724001201/pdfft?md5=abff0c3859f20effdc9d014c75558eb7&pid=1-s2.0-S0261517724001201-main.pdf","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Tourism Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0261517724001201","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"ENVIRONMENTAL STUDIES","Score":null,"Total":0}
引用次数: 0
Abstract
While existing research on pay-what-you-want often focuses on specific factors within the tourism context (e.g., time pressure, social crowding) that impact customers' payment magnitude, little is known about how the tourism context per se may shape customers' responses in pay-what-you-want pricing. Building on the multiple self-aspects framework, self-diagnosticity theory, and escapism characteristics of tourism, this research proposes that, because one's core self-aspects are less available and accessible in the tourism environment, customers in the tourism (vs. daily) context undergo a diminished perception of self-diagnosticity, which motivates them to pay less in pay-what-you-want. Intriguingly, the negative effect of tourism (vs. daily) context on customers' pay-what-you-want payments will be reversed when customers are engaged in eudaimonic (vs. hedonic) experiences. The focal effect is examined in both pure consumption and cause marketing situations and the underlying mechanism is explored using both mediation and moderation approaches. Theoretical and managerial implications are also discussed.
期刊介绍:
Tourism Management, the preeminent scholarly journal, concentrates on the comprehensive management aspects, encompassing planning and policy, within the realm of travel and tourism. Adopting an interdisciplinary perspective, the journal delves into international, national, and regional tourism, addressing various management challenges. Its content mirrors this integrative approach, featuring primary research articles, progress in tourism research, case studies, research notes, discussions on current issues, and book reviews. Emphasizing scholarly rigor, all published papers are expected to contribute to theoretical and/or methodological advancements while offering specific insights relevant to tourism management and policy.