Marketing Strategies for Promoting Agritourism in Guanyin Lotus Garden Leisure Agricultural Area, Guanyin District, Taoyuan City, Taiwan
Abstract
Background and Aim: This study is based on a strong theoretical framework that integrates cognitive-behavioral and exchange theories to offer a comprehensive understanding of the effects of promotional methods. It addresses a critical gap in the literature by examining the long-term impact of sales promotions on the perceived value and quality of tourism products. It also explores how various price promotions and discount levels influence tourists anticipated future costs, perceptions of value, and overall quality of travel packages. The research highlights the delicate balance between short-term sales growth and long-term brand value as a pathway to sustained success in the highly competitive tourism market.
Methodology: The study employs a systematic two-way between-subjects experimental design, focusing on vacation package goods. It examines the distinct effects of price reductions and coupon promotions and the extent of these promotions (high vs. low extent) on key consumer perceptions and behaviors. Specifically, it evaluates tourists' expectations of future costs, their assessment of value and quality, and their intent to purchase.
Results: The findings provide a detailed analysis of how various price promotions and discount levels shape tourists' anticipated future costs, altering their perceptions of value and the overall quality of travel packages. The study underscores the role of specific promotional tactics in influencing consumer attitudes and behaviors, including their purchase intentions and long-term perceptions of brand value in the tourism sector.
Conclusion: This research offers valuable insights for travel agents and marketers by identifying effective advertising strategies that drive immediate sales and nurture favorable attitudes and long-term purchase intentions among travelers. These strategies are crucial for ensuring brand sustainability and success in a competitive market. The study contributes to broader discussions on marketing tactics in the tourism sector, emphasizing the importance of balancing short-term gains with long-term brand equity to achieve sustained business success.
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