The use of odd-ending numbers in the pricing of five tourism services in three different cultures

Ji Youn Jeong and John L. Crompton

Tourism Management, 2017, vol. 62, issue C, 135-146

Abstract: The study measured the extent to which the 1 through 9 digits were used as price endings by suppliers of five tourism services in three different cultures represented by New York City, Seoul, and Shanghai. Four results emerged. The first confirmed the hypothesis, but the other three results were contrary to expectations. First, 9 and 8-ending prices were dominant in New York City and in Shanghai, respectively. Second, these culture specific endings were complemented by the universality of the 0 and 5- digit endings of prices which were ranked first and second, respectively, in Seoul, second and third in Shanghai, and third and second in New York. Third, 9-ending prices were not used more frequently when they resulted in a lowering of the leftmost digit. Fourth, dominant cultural specific price endings were not used more frequently in lower than in higher priced tourism services.

Keywords: Price ending digits; Tourism services; Cultural differences; Universality (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:touman:v:62:y:2017:i:c:p:135-146

DOI: 10.1016/j.tourman.2017.04.002

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