When travel blurs the self: The role of self-diagnosticity in tourist pay-what-you-want

IF 10.9 1区 管理学 Q1 ENVIRONMENTAL STUDIES
Jihao Hu , Lisa C. Wan
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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.

当旅行模糊了自我:自我诊断在游客付费旅游中的作用
有关 "现收现付 "的现有研究通常侧重于旅游环境中影响顾客付款幅度的特定因素(如时间压力、社会拥挤),但对于旅游环境本身如何影响顾客在 "现收现付 "定价中的反应却知之甚少。基于多重自我方面框架、自我诊断理论和旅游业的逃避现实特征,本研究提出,由于在旅游环境中一个人的核心自我方面较少可用性和可及性,旅游(相对于日常)环境中的顾客对自我诊断的感知会减弱,这促使他们在 "即付即用 "中支付更少的费用。耐人寻味的是,旅游(与日常)环境对顾客 "即付即用 "支付的负面影响,在顾客参与美满(与享乐)体验时会发生逆转。在纯粹消费和原因营销两种情况下都对焦点效应进行了研究,并使用中介和调节两种方法探讨了潜在机制。此外,还讨论了理论和管理方面的影响。
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来源期刊
Tourism Management
Tourism Management Multiple-
CiteScore
24.10
自引率
7.90%
发文量
190
审稿时长
45 days
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.
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