The Effects of Internal and External Reference Prices on Travelers’ Price Evaluations

Volume: 57, Issue: 8, Pages: 1068 - 1077
Published: Oct 30, 2017
Abstract
The relative use of an internal reference price (IRP) versus an external reference price (ERP) becomes an important issue in the travel and lodging contexts as the increased promotional activity by destinations and hotels is likely to be based on price-comparison advertisements. However, there is little guidance on how tourism and hospitality organizations can use pricing structure to influence reference price, which is cardinal to travelers’...
Paper Details
Title
The Effects of Internal and External Reference Prices on Travelers’ Price Evaluations
Published Date
Oct 30, 2017
Volume
57
Issue
8
Pages
1068 - 1077
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