“…In tourism, this interest is not an exception. On one hand, implications of prices are multiple because of their influence on current issues such as competitiveness (Hiemstra and Wong 2002;Lee 1996;Tan, McCahon, and Miller 2002;Stevens 1992), business-to-business relationships (Law and Lau 2004;Pearce 2007), future intentions such as repurchase (Feng, Cai, and Zhu 2006;Kao et al 2008;Miller and Grazer 2003;Petrick, Morais, and Norman 2001;Petrick and Backman 2002;Petrick 2004;He and Song 2009), the design of bundling strategies (Hooper 1995), and their dual function in terms of sacrifice incurred and quality expected (Murphy and Pritchard 1997;Park et al 2007); and on the other hand, today's research trends tend to introduce psychological elements in the traditional, expected rational consumption of tourism, such as risk and uncertainty avoidance (Quintal, Lee, and Soutar 2010), or more controversially, the introduction of emotional aspects like "affect" that lead traditional cognitive-dominated theories to be revised (Walls, Okumus, and Wang 2011).…”