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

McCabe, Scott; Branco Illodo, Ines

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.

Citation

McCabe, S., & Branco Illodo, I. (2019). Thrilled to Have “Bagged a Bargain” or “Bitter” and “Very Frustrating”? Exploring Consumer Attitudes to Value and Deals in Tourism. Journal of Travel Research, 58(6), 945-960. https://doi.org/10.1177/0047287518790403

• Journal Article Type: Article
• Acceptance Date: Jun 19, 2018
• Online Publication Date: Aug 15, 2018
• Publication Date: Jul 1, 2019
• Deposit Date: Jun 19, 2018
• Publicly Available Date: Aug 15, 2018
• Journal: Journal of Travel Research
• Print ISSN: 0047-2875
• Electronic ISSN: 1552-6763
• Publisher: SAGE Publications
• Peer Reviewed: Peer Reviewed
• Volume: 58
• Issue: 6
• Pages: 945-960
• DOI: https://doi.org/10.1177/0047287518790403
• Keywords: deal proneness, value consciousness, emotions, decision styles, consumer attitudes, consumer behavior
• Public URL: https://nottingham-repository.worktribe.com/output/939310
• Publisher URL: http://journals.sagepub.com/doi/10.1177/0047287518790403
• Contract Date: Jun 19, 2018