Purchasing Intention and Sunk Cost Effect on Promotion-Framing of Theme Park Bundling Product

Lee so youn; Yoon Ji-Hwan

Journal of Tourism Sciences

Abbr : JTS
2013, 37(6), pp.101-116
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism

Lee so youn ¹, Yoon Ji-Hwan ²

¹경희대학교
²경희대학교

ABSTRACT

The study aims to verify whether or not preference trend of consumers are different by framing of the price-discount or cash-refund that are 2-types of sales promotion of Theme Park. The study revealed that customers showed more purchasing intention in promotion of cash-refund method than price-discount. Also, the cases that consumers thought free about one-day pass fee were given to 60% in case of cash-refund framing. Though they paid same cost for two types of framing product, but they thought it is different. This will affect to a sunk cost effect, too. At framing of price-discount method, they recognize that they paid 100,000won for annual membership pass purchase. On the other hand at framing of cash-refund method, they recognize that they paid 140,000won. So at framing of cash-refund method, it will appear more higher sunk cost effect. By these results, we will propose strategic framing method through this study. And then we can expect that they practice more efficient management and operation of annual membership customers through this framing strategy.
KEYWORDS

Theme park, Yearly pass, Bundling, Framing, Sunk cost effect
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