| Summary: | 碩士 === 中國文化大學 === 觀光事業學系觀光休閒事業管理碩士在職專班 === 104 === Outbound group package tours accrue major revenue for travel agencies. Sales promotion is used by travel agencies to stimulate greater purchase of consumers under increasing competition. Types of sales promotion can be divided into monetary, such as price discounts, and non-monetary promotions, such as free gifts. The objectives of this study are to investigate the effectiveness of sales promotion types and promotion level for group package tours, and the moderating role of brand awareness on the effectiveness of price discounts.
Data were collected through a 3(sales promotion types)×2(brand awareness) between-subjects full-factorial design, with promotion level nested within the price-discount condition and the free-gifts condition. Price discounts were found to lead to more decrease in perceived quality of and more increase in purchase intentions toward group package tours. Perceived quality was lower and purchase intention was higher when the price discount was high. The positive effect of price discount level on purchase intentions was higher. Brand awareness weakened the relationship between price discount level and perceived quality, but strengthened the relationship between price discount level and purchase intentions. This research implies that managers of well-known travel agencies should consider utilizing price discount promotions for their group package tours, while managers of less-known travel agencies should consider how to build brand awareness and promote their position in the mind of consumers first.
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