典型还是新颖？旅游文创产品外观风格对游客溢价意愿的影响机制

IF 8.9 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Destination Marketing & Management Pub Date : 2024-11-19 DOI:10.1016/j.jdmm.2024.100954

Wan-Ya Zhang , Shu-Ning Zhang , Yong-Quan Li , Wen-Qi Ruan , Yan Zhou , Xiao-Bing Feng

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引用次数: 0

摘要

本研究以感官营销理论为基础，通过三个实验考察了外观风格的差异化效应和类型。结果表明，外观风格新颖（相对于典型）的旅游文化创意产品对游客的溢价意愿有更积极的影响。此外，感知创新和文化价值在旅游文创产品与游客溢价意愿之间发挥着共同的中介作用。此外，在基于需求的稀缺条件下，游客更愿意为风格新颖（相对于典型）的产品支付溢价。然而，在基于供给的稀缺条件下，旅游文化创意产品的外观风格并不影响游客的溢价意愿。

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Typical or novel? The influence mechanism of tourism cultural and creative products’ appearance style on tourists’ willingness to pay a premium

Based on sensory marketing theory, this study conducted three experiments to examine the differentiation effects and types of appearance styles. The results indicate that tourism cultural and creative products with novel (vs. typical) appearance styles have a more positive effect on tourists’ willingness to pay a premium. Moreover, perceived innovation and cultural value play jointly mediating roles between tourism cultural and creative products and tourists’ willingness to pay a premium. Additionally, under demand-based scarcity conditions, tourists are more willing to pay a premium for products with novel (vs. typical) styles. However, under supply-based scarcity conditions, the tourism cultural and creative products’ appearance style does not affect tourists’ willingness to pay a premium.

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来源期刊

Journal of Destination Marketing & Management Multiple-

CiteScore

18.60

自引率

3.60%

发文量

审稿时长

43 days

期刊介绍： The Journal of Destination Marketing & Management (JDMM) is an international journal that focuses on the study of tourist destinations, specifically their marketing and management. It aims to provide a critical understanding of all aspects of destination marketing and management, considering their unique contexts in terms of policy, planning, economics, geography, and history. The journal seeks to develop a strong theoretical foundation in this field by incorporating knowledge from various disciplinary approaches. Additionally, JDMM aims to promote critical thinking and innovation in destination marketing and management, expand the boundaries of knowledge, and serve as a platform for international idea exchange.