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The influence of the base option’s price format on tourists’ upgrade intention: the moderating role of tourists’ mindsets

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  • Fangxuan (Sam) Li

Abstract

- Three scenario-based experiments were conducted to explore the influence of the base option’s price format (just-at vs just-below) on tourists’ upgrade intention. The findings of this research indicated that tourists are more inclined to upgrade the option when the base option’s price is presented in a just-at condition due to the mediating role of tourists’ price perceptions of the upgrade option. This study discovered that the just-at (vs just-below) pricing strategy can lower tourists’ price perceptions of the upgrade choice. This research further explored the moderating of tourists’ mindsets. It was found the threshold-crossing effect will disappear for tourists with fixed mindsets. This study also provides practical implications for travel service providers to set up appropriate pricing strategies to attract tourists to make upgrade decisions.

Suggested Citation

  • Fangxuan (Sam) Li, 2024. "The influence of the base option’s price format on tourists’ upgrade intention: the moderating role of tourists’ mindsets," Tourism Critiques, Emerald Group Publishing Limited, vol. 5(1), pages 65-81, February.
    • Handle: RePEc:eme:trcpps:trc-10-2023-0024
    DOI: 10.1108/TRC-10-2023-0024
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