Wan-Ya Zhang , Shu-Ning Zhang , Yong-Quan Li , Wen-Qi Ruan , Yan Zhou , Xiao-Bing Feng
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Typical or novel? The influence mechanism of tourism cultural and creative products’ appearance style on tourists’ willingness to pay a premium
Based on sensory marketing theory, this study conducted three experiments to examine the differentiation effects and types of appearance styles. The results indicate that tourism cultural and creative products with novel (vs. typical) appearance styles have a more positive effect on tourists’ willingness to pay a premium. Moreover, perceived innovation and cultural value play jointly mediating roles between tourism cultural and creative products and tourists’ willingness to pay a premium. Additionally, under demand-based scarcity conditions, tourists are more willing to pay a premium for products with novel (vs. typical) styles. However, under supply-based scarcity conditions, the tourism cultural and creative products’ appearance style does not affect tourists’ willingness to pay a premium.
期刊介绍：
The Journal of Destination Marketing & Management (JDMM) is an international journal that focuses on the study of tourist destinations, specifically their marketing and management. It aims to provide a critical understanding of all aspects of destination marketing and management, considering their unique contexts in terms of policy, planning, economics, geography, and history. The journal seeks to develop a strong theoretical foundation in this field by incorporating knowledge from various disciplinary approaches. Additionally, JDMM aims to promote critical thinking and innovation in destination marketing and management, expand the boundaries of knowledge, and serve as a platform for international idea exchange.
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