朝三暮四？旅展套裝旅遊產品雙重價格促銷效果：價格間距觀點

To Chop and Change? The Effect of Group Package Tour Double Price Promotion in Travel Exhibition: From the Perspective of Price Interval

徐雪芳(Hsueh-Fang Hsu) ； 陳振燧(Cheng-Hsui Chen) ； 賴子敬(Tzu-Ching Lai)

《休閒產業管理學刊》 11卷1期 (2018/03) Pp. 1-20

https://doi.org/10.6213/JLRIM.201803_11(1).0001

摘要

價格促銷是在旅展中最常被旅行業用來吸引顧客的手段之一。旅行業常利用雙重價格促銷方法強化顧客立即購買意願。儘管在實務上受到喜愛，但在學術上對於雙重價格促銷仍然缺乏關注。因此，本研究試圖探究不同價格間距對雙重價格促銷的影響，包括產品價格水準（高價、低價）及定價策略（整數、畸零）。針對參加旅展之民眾進行實驗，重複驗證價格促銷之價格間距（前小後大、前大後小）對顧客購買意願之影響。研究結果顯示，在整數定價時，無論高或低價之套裝旅遊產品，受測者對前大後小價格間距的購買意願顯著高於前小後大；在畸零定價時，高價情境上亦有相同結果，但是在低價情境上則無顯著差異。最後，本研究提出有關旅行業經營管理意涵及未來研究方向。

關鍵字

雙重價格促銷 ； 價格促銷 ； 價格間距 ； 整數定價 ； 畸零定價

並列摘要

Price promotion is one of the most often used by travel industry to attract customer in travel exhibition. Travel agents often use double price promotion to strength customer's instant purchase desire during the travel exhibition. However, there is still lack of attentions on the double price promotion in academics, despite its popularity in practices. Therefore, this study attempts to explore the effect of the different price intervals on double price promotion including group package tour product price level (high and low) and pricing strategy form (integer and odd) of travel product. Data was collected from experiment on the participator of travel exhibition. To repeat testing the price promotion (small first big after and big first small after) of price interval on the effect of customer purchase intention including price level (high and low) and pricing strategy (integer and odd) of group package tour. The results indicate that whether the price level is high or low, the purchase intention of the big first small after price interval is significantly higher than that of small first big after in the price number form of integer. In the price number form of odd when the price level is high, the purchase intention of the big first small after price interval is significantly higher than that of small first big after, but there is no significant difference among two price interval for low price level. Implications of these findings for managing strategy of travel agencies as well as future research directions are subsequently discussed.

並列關鍵字

double price promotion ； price promotion ； price interval ； integer pricing ； odd pricing

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