Neuromarketing aspect of tourism pricing psychology

被引：42

作者：

Boz, Hakan ^{[1
]}

Arslan, Aytug ^{[2
]}

Koc, Erdogan ^{[3
]}

机构：

[1] Usak Univ, Fac Sci Appl, Dept Int Trade, Usak, Turkey

[2] Izmir Katip Celebi Univ, Fac Tourism, Dept Tourism Guidance, Izmir, Turkey

[3] Bandirma Onyedi Eylul Univ, Fac Econ & Adm Sci, Dept Business Adm, Bandirma, Turkey

来源：

TOURISM MANAGEMENT PERSPECTIVES | 2017年 / 23卷

关键词：

Pricing; Psychology; Neuromarketing; Decoy effect; Prospect theory; Eye tracking; REVENUE MANAGEMENT; DATA-COLLECTION; DIMENSIONALITY; NEUROSCIENCE; GENDER;

D O I：

10.1016/j.tmp.2017.06.002

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The price of a product is the key determinant of the revenues and profits of a tourism or hospitality business. Customers form their value judgments of a touristic product or service based on the price they have paid. Moreover, the price of a touristic product or service may have psychological influences on the customer. Thus, the way prices are perceived by potential tourists is of paramount importance. Against this backdrop, this study aims to provide insight into how tourists perceive prices and pricing issues. In particular, it provides neuromarketing examples to explain how tourists perceive prices in holiday advertisements in terms of design features, positioning and content. (C) 2017 Elsevier Ltd. All rights reserved.

引用

页码：119 / 128

页数：10