Examining the Effects of Bundling Strategies on Travelers' Value Perception and Purchase Intention of a Vacation Package

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dc.contributor.authorXu, Yueyingen
dc.contributor.committeechairMcCleary, Ken W.en
dc.contributor.committeememberWeaver, Pamela A.en
dc.contributor.committeememberLittlefield, James E.en
dc.contributor.committeememberUysal, Muzaffer S.en
dc.contributor.departmentHospitality and Tourism Managementen
dc.date.accessioned2014-03-14T20:12:44Zen
dc.date.adate2009-06-19en
dc.date.available2014-03-14T20:12:44Zen
dc.date.issued2009-05-28en
dc.date.rdate2009-06-19en
dc.date.sdate2009-06-05en
dc.description.abstractThe offer of vacation packages is a marketing tool called bundling, selling at least two separate products at one single price (Guiltinan, 1987). Sellers adopt bundling strategies in order to sell more at lower costs, to contract consumer surplus, and to create value for consumers. Consumers purchase a package based on the trade-off between the perceived benefits and costs involved in purchasing the package compared to assembling different products/service. In other words, the perceived value of the package is the reason for consumers to purchase a package or not. The study serves two purposes. One is to examine the dimensionality of perceived value as a construct, in the pre-purchase stage. The other is to investigate the relationships between bundling strategies and perceived value, and perceived value and purchase intention of a vacation package. Bundling strategies taken by sellers include how many items to put in a package and what price discount for the package compared to the sum of all separate products. The findings of the study show that perceived value in service setting is composed of perceived acquisition value and perceived functional value, instead of perceived acquisition value and perceived transaction value proposed by scholars such as Thaler (1985) and Grewal et al. (1998). This is one of the theoretical contributions by the study. Another contribution of the study is the exploratory examination of the interaction effect between pricing strategies and product strategies for a bundle. The study provides evidence that bundles without a discount are perceived as having very low value and consumers expect a discount, large or small, from buying a bundle. And the larger the number of products in a package, the larger the discount size consumers expect to get.en
dc.description.degreePh. D.en
dc.identifier.otheretd-06052009-171741en
dc.identifier.sourceurlhttp://scholar.lib.vt.edu/theses/available/etd-06052009-171741/en
dc.identifier.urihttp://hdl.handle.net/10919/27953en
dc.publisherVirginia Techen
dc.relation.haspartBundling_dissertation.pdfen
dc.rightsIn Copyrighten
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/en
dc.subjectPerceived Valueen
dc.subjectAcquisition Valueen
dc.subjectTransaction Valueen
dc.subjectVacation Packagesen
dc.subjectFunctional Valueen
dc.subjectBundling Strategiesen
dc.titleExamining the Effects of Bundling Strategies on Travelers' Value Perception and Purchase Intention of a Vacation Packageen
dc.typeDissertationen
thesis.degree.disciplineHospitality and Tourism Managementen
thesis.degree.grantorVirginia Polytechnic Institute and State Universityen
thesis.degree.leveldoctoralen
thesis.degree.namePh. D.en

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