{"title":"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","authors":"Zengxian Liang, Siqing Su, Yujie Sun, Hui Luo","doi":"10.1177/13567667241269056","DOIUrl":null,"url":null,"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.","PeriodicalId":47859,"journal":{"name":"Journal of Vacation Marketing","volume":"77 1","pages":""},"PeriodicalIF":4.5000,"publicationDate":"2024-08-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Theme park visitors’ responses to monetary promotions: The moderating roles of promotion frequency and original price\",\"authors\":\"Zengxian Liang, Siqing Su, Yujie Sun, Hui Luo\",\"doi\":\"10.1177/13567667241269056\",\"DOIUrl\":null,\"url\":null,\"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.\",\"PeriodicalId\":47859,\"journal\":{\"name\":\"Journal of Vacation Marketing\",\"volume\":\"77 1\",\"pages\":\"\"},\"PeriodicalIF\":4.5000,\"publicationDate\":\"2024-08-07\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Vacation Marketing\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1177/13567667241269056\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Vacation Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/13567667241269056","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
Theme park visitors’ responses to monetary promotions: The moderating roles of promotion frequency and original price
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.
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.