Abstract
ABSTRACT The consumer travel fair is a well-known vacation marketing event in Singapore. Travel product/package promotions at the Singapore travel fair are only available for 3 days. The purpose of this study was to investigate the relationship between time pressure and consumer value of travel fair products through their perceptions of scarcity, price, and quality. These constructs were examined using two types of mediation models. A random sample survey of 251 travel fair visitors were collected to verify the conceptual model proposed to integrate these constructs. The study found the mediated relationship between time pressure and consumer value was significant. Additionally, the signs for the total indirect effects were consistent with the proposed mediation models. The results are important from managerial and personal selling perspectives.
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