Mohsen Nazari; Roza Hendijani; Zeinab Mohammadi; Saeideh Esmaeili
Abstract
Eye tracking patterns will be used to explain how people's brain processes when faced with visual stimuli in travel agency advertising packages. The purpose of this study was to explore the effect of price points (discount formatting) and price visibility (Variable display location) on people's attention ...
Read More
Eye tracking patterns will be used to explain how people's brain processes when faced with visual stimuli in travel agency advertising packages. The purpose of this study was to explore the effect of price points (discount formatting) and price visibility (Variable display location) on people's attention towards prices in social media campaigns. The research variables are the time to first fixation, fixation count at the price, visit duration, and visit count to the area of interest. The results of the experiment showed that discount formatting had an impact on fixation count, visit duration, and visit count on the price, and the presentation of discounts in the form of cash and gifts attracted more attention. Also the price displayed at the top left got more attention.
Abstract
In tourism marketing, pricing and advancement tools are very important and have a direct impact on customer satisfaction, customer loyalty, and brand equity of travel agencies. Each marketing activity affects brand equity, and knowing how marketing activities contribute to or hurt brand equity, allows ...
Read More
In tourism marketing, pricing and advancement tools are very important and have a direct impact on customer satisfaction, customer loyalty, and brand equity of travel agencies. Each marketing activity affects brand equity, and knowing how marketing activities contribute to or hurt brand equity, allows marketing managers to develop effective marketing plans. In this study, in order to investigate the relationship between the price promotion and the brand equity of travel agencies, at first, by examining the literature, tools for promoting price and brand equity dimensions were identified. Also, based on existing theories, a conceptual model was developed in the form of five main hypotheses and four sub-hypotheses. In order to achieve the research goals, a sample of 461 passengers of travel agencies was selected to answer the questionnaire using convenience sampling. The validity of the questionnaire was confirmed by using a confirmatory factor analysis. Also, the validity or reliability of the questionnaire was confirmed using the Cronbach's alpha coefficient. Data then were analyzed by multivariate analysis of variance (MANOVA) and one-way analysis of variance (ANOVA). Based on the analysis of the collected data, the price promotion and its tools, including cash discounts, volume discounts, price warranties, free services, frequent purchasing discounts and promotional gifts are positively related with brand equity as well as its four dimension that includes brand loyalty, perceived quality, brand awareness and brand association. The results of the study indicate that of the 6 price promotion tools in the research, free services and frequent purchasing discounts, are the most important and special gifts have the least priority in promoting the brand equity of travel agencies. Further; executive suggestions and subsequent studies were explained.
