Economics at your fingertips  

Do subjects from high and low context cultures attribute different meanings to tourism services with 9-ending prices?

Ji Youn Jeong and John L. Crompton

Tourism Management, 2018, vol. 64, issue C, 110-118

Abstract: Four symbolic meanings have been associated with 9-ending prices: Discount price, enhanced value, low quality, and misleading action. Scales were developed to measure each meaning and the relative strength of these meanings in influencing tourists' purchases among samples from the U.S., Korea and China was investigated. The analyses found no differences in the likelihood of tourists selecting 9-ending rather than even-ending prices when purchasing a sandwich, a pizza or show tickets; in their relative importance across cultures; or in the influence on purchase decisions of different symbolic meanings associated with 9-endings. However, a 9-ending discount was perceived to be more effective when compared to even-ended price discounts in the context of a hotel room. Again, however, its effectiveness could not be explained by the different symbolic meanings associated with 9-ending prices.

Keywords: 9-Ending prices; Symbolic meanings; High and low context cultures (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2) Track citations by RSS feed

Downloads: (external link)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link:

Access Statistics for this article

Tourism Management is currently edited by Chris Ryan

More articles in Tourism Management from Elsevier
Bibliographic data for series maintained by Dana Niculescu ().

Page updated 2019-06-29
Handle: RePEc:eee:touman:v:64:y:2018:i:c:p:110-118