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A cross-country study of leisure constraints and option framing effect in Chinese and Taiwanese package tour market

Year: 2018
Type: article
Abstract: Past scholars have created an important foundation for applied research using the option framing theory. In order to get closer to the public's consumption experiences, this study incorporates the leisure constraints theory by using the perceptions of distance to manipulate the leisure constraints of consumers to understand the changes in their purchase decisions. 320 Generation Y Chinese consumers were collected as sample from two major metropolises of Beijing and Taipei via experimental design. Results show: Firstly, package tours sold by subtractive option framing have positive promotional effects on the Chinese markets in both cities. Secondly, consumers in Taipei are less affected by leisure constraints, but consumers in Beijing increase the amounts paid significantly. Finally, high level leisure constraints make consumers care more about a decline in leisure benefits than about a decrease in travel costs; low level leisure constraints guide the inexperienced consumers saving costs over the excellence of tours.
DOI: 10.1016/j.apmrv.2018.06.001
Institution: Tunghai University
Language: English
Open Access status: hybrid
Estimated APC paid: $2,000
OpenAlex ID: W2865192402
FWCI: 1.348
Cites: 48
Cited by: 18
Related to: 10