旅游市场不确定性建模

IF 10.4 1区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM
Juan Antonio Duro, António Osório, Alejandro Perez-Laborda
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引用次数: 0

摘要

近年来,旅游业受到了一系列不确定性事件的冲击。本文研究了不确定性如何影响旅游市场以及旅游目的地的价格和促销决策。我们考虑了一个具有两个参考目的地和产品差异化的两阶段模型。具体而言,我们区分了旅游和生产成本/投入的不确定性,以及信息性广告和说服性广告。我们发现,随着目的地将不确定性传递给消费者,不确定性往往会提高价格。然而,为了尽量减少价格上涨对预订的负面影响,旅游目的地往往会加强促销力度。总之,不确定性对消费者的影响通常大于对目的地的影响,在大多数情况下,目的地的利润会因价格上涨而增加。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Modeling uncertainty in tourism markets

In the recent years the tourism sector has been hit by a number of uncertainty events. This paper studies how uncertainty impacts on the tourism markets and on the destinations price and promotion decisions. We consider a two-stage model with two reference destinations and product differentiation. Specifically, we distinguish between traveling and production costs/inputs uncertainty, and between informative and persuasive advertising. We found that uncertainty tends to increase prices as destinations pass uncertainty to consumers. However, in order to minimize the negative effect of higher prices in their bookings, destinations tend to intensify their promotion efforts. Altogether, uncertainty typically affects more consumers than destinations, which in most cases see their profits increase because of the increase in prices.

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来源期刊
CiteScore
19.10
自引率
9.10%
发文量
135
审稿时长
42 days
期刊介绍: The Annals of Tourism Research is a scholarly journal that focuses on academic perspectives related to tourism. The journal defines tourism as a global economic activity that involves travel behavior, management and marketing activities of service industries catering to consumer demand, the effects of tourism on communities, and policy and governance at local, national, and international levels. While the journal aims to strike a balance between theory and application, its primary focus is on developing theoretical constructs that bridge the gap between business and the social and behavioral sciences. The disciplinary areas covered in the journal include, but are not limited to, service industries management, marketing science, consumer marketing, decision-making and behavior, business ethics, economics and forecasting, environment, geography and development, education and knowledge development, political science and administration, consumer-focused psychology, and anthropology and sociology.
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