Thrilled to Have “Bagged a Bargain” or “Bitter” and “Very Frustrating”? Exploring Consumer Attitudes to Value and Deals in Tourism

Abstract

Similar to most global tourism markets, UK consumers adjusted their behavior during the global financial crisis, emphasizing value for money in travel choices. However, there is little evidence concerning consumers' value-seeking behavior and especially how deals, discounts and other sales promotions influence tourist decision making. This project explores concepts of value consciousness and deal proneness to shed light on attitudes towards monetary value in travel purchases. Using focus groups, the study found that deals and discounts frequently underpin some tourist choices, but that value consciousness is related to deal proneness, and interactions between the two could result in negative, positive or mixed emotions. This relationship was captured through a dynamic categorization of tourists' attitudes and behavior into four approaches to deals and value, namely deals 1) as a way of life, 2) as a bonus, 3) as a problem and 4) as toxic. The categories were dynamic in that individuals could move across them. The implications for tourism marketers are outlined.2

Visiting Intangible Cultural Heritage Tourism Sites: From Value Cognition to Attitude and Intention

“…For example, when promoting TFTLC, a museum could display pictures and posters of celadon embryos and decorations to convey profound information about celadon craftsmanship and inheritors to visitors, thus promoting the product's connotations. With respect to advertising design and target market research, practitioners should consider different groups' emotional responses and cognition to create pleasing, exciting advertisements [49].…”

“…Other researchers [48] have found that emotion has a positive influence on tourism attitude, whereas attitude has a partial mediating effect on emotion. Respondents may use a series of positive, negative, or mixed emotional words to express their attitudes towards value perceptions of tourism products during interviews [49]. Therefore, in this study, we combined emotion with attitude to create the notion of 'emotional attitude', which represents residents' attitudes towards ICH with respect to emotions.…”

Perceived Affordances and Regret in Online Travel Agencies

“…The emotion results from a series of evaluations. Immediately following a purchase, customers question whether they made a wise decision (McCabe and Branco Illodo 2019). It is hard to assess tourism products prior to experiencing them; the subsequent uncertainty causes anxiety and discomfort.…”

“…Right after a booking has been completed, people question if they made a wise choice (McCabe and Branco Illodo 2019). Because of the nature of a hotel room being an experiential product, anxiety about a decision already made persists until the actual stay.…”

Estrategias de descuento en el precio y de bonus pack en la intención de compra

“…Los minoristas utilizan estrategias promocionales, como los productos destacados, los productos en oferta y los obsequios, para aumentar las ventas y las ganancias en mercados diversos (Andrade et al 2010;Chinchay-Villarreyes et al 2020;Choi & Chen, 2019;Guerreiro et al 2009;McCabe & Branco, 2019;Valencia et al 2019). Sin embargo, los descuentos en los precios y los paquetes de bonificación (bonus pack) son las estrategias de promoción de ventas más empleadas (Chen et al 2012).…”