Effects of price promotions on tourist satisfaction: Examination of the relationship between price and satisfaction
DOI:
https://doi.org/10.25145/j.pasos.2007.05.011Keywords:
Price promotions, Service quality, Satisfaction, Package tourAbstract
In the tourist market, price promotions are frequently used in order to encourage the sales of a product. Nevertheless, the use of this promotional tool may affect the consumer’s evaluation of the pur- chase and the long-term business results. This study analyzes the effect of price promotions on the tour- ist’s evaluation of the package tour acquired and on his or her level of satisfaction. An empirical inves- tigation is performed, which was focused on tourists who travelled from Spain to South America, Central America or Caribbean through the purchase of a package tour. Results indicate that the perceived quality of the trip is the most important variable on the formation of satisfaction. Moreover, the effect of promo- tions in the satisfaction is nonlinear, indirect and negative.
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