Year: 2025
Type: article
Abstract: Background and Aim: This study is based on a strong theoretical framework that integrates cognitive-behavioral and exchange theories to offer a comprehensive understanding of the effects of promotional methods. It addresses a critical gap in the literature by examining the long-term impact of sales promotions on the perceived value and quality of tourism products. It also explores how various price promotions and discount levels influence tourists' anticipated future costs, perceptions of value, and overall quality of travel packages. The research highlights the delicate balance between short-term sales growth and long-term brand value as a pathway to sustained success in the highly competitive tourism market. Materials and methods: The study employs a systematic two-way between-subjects experimental design, focusing on vacation package goods. It examines the distinct effects of price reductions and coupon promotions and the extent of these promotions (high vs. low extent) on key consumer perceptions and behaviors. The 2021 International Travel Fair attendees in Taoyuan City, Taiwan, will serve as the sampling framework for this study. Results: The findings provide a detailed analysis of how various price promotions and discount levels shape tourists' anticipated future costs, altering their perceptions of value and the overall quality of travel packages. The study underscores the role of specific promotional tactics in influencing consumer attitudes and behaviors, including their purchase intentions and long-term perceptions of brand value in the tourism sector. Conclusion: This research offers travel agents and marketers valuable insights by identifying effective advertising strategies that drive immediate sales and nurture favorable attitudes and long-term purchase intentions among travelers. These strategies are crucial for ensuring brand sustainability and success in a competitive market. The study contributes to broader discussions on marketing tactics in the tourism sector, emphasizing the importance of balancing short-term gains with long-term brand equity to achieve sustained business success.
Authors: Shan-Kuei Yang, Chin-Fa Tsai, Winitra Leelapattana, Weerapon Thongma
Institutions: Maejo University, National Chiayi University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4412373013