Theme park visitors’ responses to monetary promotions: The moderating roles of promotion frequency and original price

IF 4.5 3区 管理学 Q1 BUSINESS
Zengxian Liang, Siqing Su, Yujie Sun, Hui Luo
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引用次数: 0

Abstract

Previous research has shed light on how monetary promotions affect visitors’ purchase intentions, leading many theme parks to adopt these strategies. Yet, with different promotion frequencies and original prices, the effectiveness of these promotions may diverge. Utilizing three experimental studies, this research demonstrates that perceived value fully mediates the significant impact of monetary promotions on purchase intentions. Original price moderates this effect, whereas the moderating role of promotion frequency was not significant. Specifically, for high-priced theme parks offering minimal discounts, “amount off” was preferred over “percentage off,” irrespective of promotion frequency. When original prices are low, the effectiveness of two promotional messages becomes indistinguishable. Both theoretical and managerial implications are further elaborated.
主题公园游客对货币促销的反应:促销频率和原价的调节作用
以往的研究揭示了货币促销如何影响游客的购买意向,因此许多主题公园都采取了这些策略。然而,由于促销频率和原价不同,这些促销活动的效果也可能不同。本研究通过三项实验研究证明,感知价值完全调节了货币促销对购买意向的显著影响。原价对这一影响有调节作用,而促销频率的调节作用并不显著。具体来说,对于提供最低折扣的高价主题公园,无论促销频率如何,"折扣金额 "都比 "折扣百分比 "更受青睐。当原价较低时,两种促销信息的效果就没有区别了。本文还进一步阐述了理论和管理意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
9.70
自引率
15.70%
发文量
54
期刊介绍: Journal of Vacation Marketing is a fully peer reviewed international journal that publishes original research and review articles on topics relating to the marketing of destinations and businesses/organisations involved in the wider tourism, hospitality and events industries. Its objective is to provide a forum for the publication of refereed academic papers and reviewed practitioner papers which are of direct relevance to industry, while meeting the highest standards of intellectual rigour.
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