Theme park visitors’ responses to monetary promotions: The moderating roles of promotion frequency and original price

Abstract

Previous research has shed light on how monetary promotions affect visitors’ purchase intentions, leading many theme parks to adopt these strategies. Yet, with different promotion frequencies and original prices, the effectiveness of these promotions may diverge. Utilizing three experimental studies, this research demonstrates that perceived value fully mediates the significant impact of monetary promotions on purchase intentions. Original price moderates this effect, whereas the moderating role of promotion frequency was not significant. Specifically, for high-priced theme parks offering minimal discounts, “amount off” was preferred over “percentage off,” irrespective of promotion frequency. When original prices are low, the effectiveness of two promotional messages becomes indistinguishable. Both theoretical and managerial implications are further elaborated.