Access the full text.
Sign up today, get DeepDyve free for 14 days.
Tsung-Chi Liu, T. Cheng, Feng-Yu Ni (2011)
How Consumers Respond to the Behavior of Missing a Free Gift Promotion: Inaction Inertia Effect on Products Offered as Free GiftsThe Journal of Social Psychology, 151
Laura Milner (2009)
Consumer behavior at an industrial travel showTourism Review, 64
V. Swaminathan, Zeynep Gürhan‐Canli, Umut Kubat, Ceren Hayran (2015)
How, When, and Why Do Attribute-Complementary versus Attribute-Similar Cobrands Affect Brand Evaluations: A Concept Combination PerspectiveJournal of Consumer Research, 42
Neeraj Arora, Ty Henderson (2007)
Embedded Premium Promotion: Why It Works and How to Make It More EffectiveMarketing Science, 26
M. Falk, M. Scaglione (2018)
Effects of ski lift ticket discounts on local tourism demandTourism Review
Peter Darke, C. Chung (2005)
Effects of pricing and promotion on consumer perceptions: it depends on how you frame itJournal of Retailing, 81
(2012)
Nielsen: global consumers’ trust in ‘erned’ advertising grows in importance
A. d’Astous, I. Jacob (2002)
Understanding consumer reactions to premium‐based promotional offersEuropean Journal of Marketing, 36
Cathy Nguyen, Jenni Romaniuk, M. Faulkner, Justin Cohen (2018)
Are two brands better than one? Investigating the effects of co-branding in advertising on audience memoryMarketing Letters, 29
E. Boon, L. Pitt, Nir Ofek (2015)
“Deal of the day”: An analysis of subscriber purchase behaviorTourism and Hospitality Research, 15
Margot Goot, E. Rozendaal, S. Opree, P. Ketelaar, E. Smit (2018)
Media generations and their advertising attitudes and avoidance: a six-country comparisonInternational Journal of Advertising, 37
Sandra Alves, J. Abrantes, Maria Antunes, C. Seabra, Ram Herstein (2016)
WOM antecedents in backpacker travelersJournal of Business Research, 69
M. Ewing (1999)
Factors Affecting In-market Recall of Food Product AdvertisingJournal of Advertising Research, 39
Joseph Hair, C. Ringle, M. Sarstedt (2011)
PLS-SEM: Indeed a Silver BulletJournal of Marketing Theory and Practice, 19
Kevin Keller (1993)
Conceptualizing, Measuring, and Managing Customer-Based Brand EquityJournal of Marketing, 57
Ken Wong (2013)
Partial Least Squares Structural Equation Modeling (PLS-SEM) Techniques Using SmartPLS
A. d’Astous, V. Landreville (2003)
An experimental investigation of factors affecting consumers' perceptions of sales promotionsEuropean Journal of Marketing, 37
Bernard Simonin, Julie Ruth (1998)
Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand AttitudesJournal of Marketing Research, 35
Chingching Chang (2009)
Effectiveness of promotional premiums: The moderating role of affective state in different contextsPsychology & Marketing, 26
Evangelos Christou (2011)
Exploring Online Sales Promotions in the Hospitality IndustryJournal of Hospitality Marketing & Management, 20
Michel Ballings, H. McCullough, Neeraj Bharadwaj (2018)
Cause marketing and customer profitabilityJournal of the Academy of Marketing Science, 46
L. Fuggle (2016)
70 Travel & tourism statistics to know about in 2016
D. Aaker (1996)
MEASURING BRAND EQUITY ACROSS PRODUCTS AND MARKETSCalifornia Management Review, 38
P. O'Connor (2002)
An Empirical Analysis of Hotel Chain Online Pricing StrategiesJ. Inf. Technol. Tour., 5
W. Phillips, K. Wolfe, N. Hodur, F. Leistritz (2013)
Tourist Word of Mouth and Revisit Intentions to Rural Tourism Destinations: a Case of North Dakota, USAInternational Journal of Tourism Research, 15
C. Decker, Annika Baade (2016)
Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fitJournal of Brand Management, 23
J. Heeley (2016)
Rethinking urban destination marketing, 2
I. Confente (2015)
Twenty-five years of word-of-mouth studies: a critical review of tourism research.International Journal of Tourism Research, 17
Lance Leuthesser, Chiranjeev Kohli, R. Suri (2003)
2+2=5? A framework for using co-branding to leverage a brandJournal of Brand Management, 11
Itamar Simonson, Z. Carmon, Suzanne O'Curry (1994)
Experimental Evidence on the Negative Effect of Product Features and Sales Promotions on Brand ChoiceMarketing Science, 13
Arnold Japutra, S. Loureiro, S. Molinillo, Y. Ekinci (2019)
Travellers' mindsets and theory of planned behaviourTourism Management Perspectives
Shin-Chyang Lee, Youjae Yi (2018)
“Retail is detail! Give consumers a gift rather than a bundle”: Promotion framing and consumer product returnsPsychology & Marketing
Wineaster Anderson, Catalina Juaneda, Francisco Sastre (2009)
Influences of pro‐ all‐inclusive travel decisionsTourism Review, 64
Priya Raghubir, K. Corfman (1999)
When Do Price Promotions Affect Pretrial Brand Evaluations?Journal of Marketing Research, 36
Ji-Hern Kim, Dongwon Min (2015)
Designing Customer-Oriented Non-Monetary Promotions in the Tourism IndustryJournal of Travel & Tourism Marketing, 33
A. Klein, Varinder Sharma (2018)
German Millennials’ Decision-Making Styles and Their Intention to Participate in Online Group BuyingJournal of Internet Commerce, 17
Mariola Palazón, E. Delgado-Ballester (2009)
Effectiveness of price discounts and premium promotionsPsychology & Marketing, 26
L. Casaló, Jaime Romero (2019)
Social media promotions and travelers’ value-creating behaviors: the role of perceived supportInternational Journal of Contemporary Hospitality Management
Jang-Hyeon Nam, Y. Ekinci, Georgina Whyatt (2011)
Brand equity, brand loyalty and consumer satisfactionAnnals of Tourism Research, 38
Teresa Montaner, L. Chernatony, Isabel Buil (2011)
Consumer response to gift promotionsJournal of Product & Brand Management, 20
Laurie Murphy (2001)
Exploring social interactions of backpackersAnnals of Tourism Research, 28
Giannina Warren, K. Dinnie (2017)
Exploring the dimensions of place branding: an application of the ICON model to the branding of Toronto, 3
Mariola Palazón, E. Delgado-Ballester (2013)
Hedonic or utilitarian premiums: does it matter?European Journal of Marketing, 47
Ching-Fu Chen, Fu Chen (2010)
Experience quality, perceived value, satisfaction and behavioral intentions for heritage touristsTourism Management, 31
(2018)
Youth: Australia: tourism Australia
Priya Raghubir (2004)
Free Gift with Purchase: Promoting or Discounting the Brand?Journal of Consumer Psychology, 14
B. Foubert, C. Rolef, E. Breugelmans, Karen Gedenk, Martin Wetzels (2014)
Something Free or Something Off? A Comparative Study of the Purchase Effects of Premiums and Price CutsIO: Theory eJournal
R. Pieters, M. Wedel, R. Batra (2010)
The Stopping Power of Advertising: Measures and Effects of Visual ComplexityJournal of Marketing, 74
P. Picazo, S. Moreno-Gil (2018)
Tour operators' marketing strategies and their impact on prices of sun and beach package holidaysJournal of Hospitality and Tourism Management
Shu-Chuan Chu, Che-hui Lien, Yang Cao (2019)
Electronic word-of-mouth (eWOM) on WeChat: examining the influence of sense of belonging, need for self-enhancement, and consumer engagement on Chinese travellers’ eWOMInternational Journal of Advertising, 38
Chang-Keun Yoo, Dongjoon Yoon, Eerang Park (2018)
Tourist motivation: an integral approach to destination choicesTourism Review, 73
Journal of Retailing, 94
B. Guillet, A. Tasci (2012)
Chinese hoteliers' take on hotel co-branding in China.Tourism Review, 67
The purpose of this paper is to test the influence of branded premiums or branded free gifts (e.g. a free of charge suitcase of a well-recognised brand) on tourism destination promotion. Specifically, the impact of brand name and price value of a branded premium on promoting a tourism destination was examined.Design/methodology/approachThis research uses two experiment-based studies, applying a between-group experimental design.FindingsThe results revealed that appreciation leads to intention to visit the promoted destination when the branded promotion is offered. When a destination promotional offer contains a branded premium, consumers respond more favourably to the brand name of the premium than the price value of the premium. This finding applies to consumers’ responses to both the destination and the premium.Research limitations/implicationsThis research adds to the body of knowledge on tourism destination promotion and the branding literature, specifically with promotional and branded premiums.Practical implicationsMutual benefits can be obtained by both tourism destination marketers and premium marketers.Originality/valueThis research highlights the importance of branded premiums in tourism destination promotional offers. This research also shows the influence of the price value of a premium’s brand name in a tourism destination promotional offer.
Tourism Review – Emerald Publishing
Published: Nov 18, 2021
Keywords: Word-of-mouth; Branded premium; Premium promotion; Price value; Tourism destination promotion
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.