내적ㆍ외적준거가격이 패키지 여행선택에 미치는 영향

The impact of reference prices on package tour choice

Tour has the specific characteristics such as intangibility, simultaneity of production and consumption and seasonality. Consumers are sensitive to price because tour is dynamic according to economic condition. So it can be important to investigate what specific price cues within context or over time most affect the reference prices The purpose of this study is to investigate how reference prices influence to consumers’ package tour choice. Consumers’ choice are influenced by the discrepancy between reference prices and observed market price. This study divided reference prices as internal reference prices and external reference prices and investigated the impact of reference prices on package tour choice. The findings are as follows. First, consumers appeared to consider market price and competitors’ price an contextual price cues, past price paid and past price observed as temporal price cues. Second, the discrepancy between market price and internal reference prices influenced on consumers’ package tour choice according to the position of target tour product price in four types of price range. Third, the consumers who evaluate market price of target tour product considered competitors’ price as external reference price. When the competitors’ price was higher than the target market price, consumers’ choice probability was increased.