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Effective promotions for membership subscriptions and renewals to tourist attractions: Discount vs. bonus

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  • Byun, Jaemun
  • Jang, SooCheong (Shawn)

Abstract

Tourist attractions actively promote membership subscriptions and renewals. Although discount promotions are commonly utilized in practice, the literature review suggested that bonus promotions, such as an “extra three months,” could be more effective. Two experiments were conducted to identify effective promotions for membership subscriptions and renewals. Bonus promotions were found to be more effective than discount promotions at generating more positive tourist attitudes and behavioral intentions toward new subscriptions. In contrast, neither bonus nor discount renewal promotions were more effective for tourists who had previously renewed membership. However, tourists who had never renewed memberships to utilitarian attractions, such as botanic gardens, preferred discount promotions, whereas tourists who had never renewed membership to hedonic attractions, such as theme parks, preferred bonus promotions. This implies that attraction managers should offer tailored promotions to encourage membership subscriptions and renewals.

Suggested Citation

  • Byun, Jaemun & Jang, SooCheong (Shawn), 2015. "Effective promotions for membership subscriptions and renewals to tourist attractions: Discount vs. bonus," Tourism Management, Elsevier, vol. 50(C), pages 194-203.
  • Handle: RePEc:eee:touman:v:50:y:2015:i:c:p:194-203
    DOI: 10.1016/j.tourman.2015.02.002
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    References listed on IDEAS

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    1. Sucharita Chandran & Vicki G. Morwitz, 2006. "The Price of "Free"-dom: Consumer Sensitivity to Promotions with Negative Contextual Influences," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(3), pages 384-392, October.
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    7. Michael A. Kamins & Valerie S. Folkes & Alexander Fedorikhin, 2009. "Promotional Bundles and Consumers' Price Judgments: When the Best Things in Life Are Not Free," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(4), pages 660-670, December.
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    Cited by:

    1. Ma, Jianan & Li, Fangxuan, 2023. "Tourist subsequent responses to promotion framing," Annals of Tourism Research, Elsevier, vol. 103(C).
    2. Yang, Bi & Mattila, Anna S., 2020. "Consumer responses to savings message framing," Annals of Tourism Research, Elsevier, vol. 84(C).
    3. Qiu, Shangzhi & Wu, Laurie & Yang, Yanjia & Zeng, Guojun, 2022. "Offering the right incentive at the right time: Leveraging customer mental accounting to promote prepaid service," Annals of Tourism Research, Elsevier, vol. 93(C).
    4. Yuewei Wang & Xinyang Wu & Zhizheng Liu & Hang Chen & Yuyan Zhao, 2022. "Spatial Patterns of Tourist Attractions in the Yangtze River Delta Region," Land, MDPI, vol. 11(9), pages 1-22, September.

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