Tourist subsequent responses to promotion framing

Abstract

Promotions not only facilitate the purchase of the primary product; they also have the potential to promote subsequent purchase behavior. Four experiments examine the effects of two different promotion framing practices (cashback vs. discount) on tourists' subsequent responses. The results indicate that a cashback has a more positive effect on tourist responses. This effect is serially mediated by emotional state and impulsive buying tendency. This research further finds that there are two moderators—consumption timing and consumption type and that the main effect is alleviated for utilitarian consumption, or until tourists receive the cashback. The findings add to the tourism literature on price promotions, cashbacks, and mental accounting, and will guide tourism marketers in the design of effective promotions.