EFFECTS OF BUNDLING STRATEGIES ON PERCEIVED VALUE OF VACATION PACKAGES

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Artikelnummer:
863394
  • Produktbeschreibung

    EFFECTS OF BUNDLING STRATEGIES ON PERCEIVED VALUE OF VACATION PACKAGES

    The offer of vacation packages is a marketing tool called bundling, selling at least two separate products at one single price.Then why people buy a package instead of assembling separate single products? The premise of this study is that the perceived value of a package will change based on the bundling strategies (pricing strategies and product strategies) and people buy according to the value perception of any offer. The study found that price comparison between the package and the sum of separate single products, and the number of products thrown in a package, have an impact on people's value perception of the package. The results will give some insights to tour operators in making bundling strategies for tourism products.
  • Zusatzinformation

    Autor
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    Taschenbuch
    Verlag
    VDM Verlag Dr. Müller
    ISBN / EAN
    9783639253610
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