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@article{ART001960218},
author={Lee so yun and Yoon Ji-Hwan},
title={Strategic Framing of Theme-Park Resort based on Mental Accounting Theory},
journal={Journal of Tourism Sciences},
issn={1226-0533},
year={2015},
volume={39},
number={1},
pages={47-61},
doi={10.170861/JTS.2015.39.1.47}

TY - JOUR
AU - Lee so yun
AU - Yoon Ji-Hwan
TI - Strategic Framing of Theme-Park Resort based on Mental Accounting Theory
JO - Journal of Tourism Sciences
PY - 2015
VL - 39
IS - 1
PB - The Tourism Sciences Society Of Korea
SP - 47
EP - 61
SN - 1226-0533
AB - The purpose of this study is to verify the effect of framing on theme-park bundling product using Mental Account theory. In order to compare the framing effect of a theme-park bundling product an imaginary scenario was constructed. Concepts were used such as purchase intention, recognition of payment, transaction coupling and sunk cost effect, keeping in mind mental account theory and framing effect. This is an experimental study. Results showed differences on purchase intention, recognition of payment, transaction coupling and sunk cost effect by the type of framing. 'Mixed-leader bundling' vs 'Mixed-joint bundling'. 'Framing effect' can affect the consumer's cognition at that time of purchase. Even if a consumer pays the same price for the same item, it is recognized differently according to the framing type. After the purchase, the framing effect still endures. The correlation between 'transaction coupling' and 'sunk cost effect' was confirmed in this experimental study. This study differentiates tourism products meanings with the characteristics of service products. This research shows meaningful implications for strategic marketing promotions in theme parks.
KW - Mental accounting theory;Theme-park resort;Framing;Sunk cost effect;Transaction coupling
DO - 10.170861/JTS.2015.39.1.47
ER -

Lee so yun and Yoon Ji-Hwan. (2015). Strategic Framing of Theme-Park Resort based on Mental Accounting Theory. Journal of Tourism Sciences, 39(1), 47-61.

Lee so yun and Yoon Ji-Hwan. 2015, "Strategic Framing of Theme-Park Resort based on Mental Accounting Theory", Journal of Tourism Sciences, vol.39, no.1 pp.47-61. Available from: doi:10.170861/JTS.2015.39.1.47

Lee so yun, Yoon Ji-Hwan "Strategic Framing of Theme-Park Resort based on Mental Accounting Theory" Journal of Tourism Sciences 39.1 pp.47-61 (2015) : 47.

Lee so yun, Yoon Ji-Hwan. Strategic Framing of Theme-Park Resort based on Mental Accounting Theory. 2015; 39(1), 47-61. Available from: doi:10.170861/JTS.2015.39.1.47

Lee so yun and Yoon Ji-Hwan. "Strategic Framing of Theme-Park Resort based on Mental Accounting Theory" Journal of Tourism Sciences 39, no.1 (2015) : 47-61.doi: 10.170861/JTS.2015.39.1.47

Lee so yun; Yoon Ji-Hwan. Strategic Framing of Theme-Park Resort based on Mental Accounting Theory. Journal of Tourism Sciences, 39(1), 47-61. doi: 10.170861/JTS.2015.39.1.47

Lee so yun; Yoon Ji-Hwan. Strategic Framing of Theme-Park Resort based on Mental Accounting Theory. Journal of Tourism Sciences. 2015; 39(1) 47-61. doi: 10.170861/JTS.2015.39.1.47

Lee so yun, Yoon Ji-Hwan. Strategic Framing of Theme-Park Resort based on Mental Accounting Theory. 2015; 39(1), 47-61. Available from: doi:10.170861/JTS.2015.39.1.47

Lee so yun and Yoon Ji-Hwan. "Strategic Framing of Theme-Park Resort based on Mental Accounting Theory" Journal of Tourism Sciences 39, no.1 (2015) : 47-61.doi: 10.170861/JTS.2015.39.1.47