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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

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


Authors

Scott McCabe

Ines Branco Illodo



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.

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

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