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Effects of Package Holiday Information Presentation on Destination Choice

¹ Bangkok University
² Monash University

^* To whom correspondence should be addressed. E-mail: harmen.oppewal{at}buseco.monash.edu.au.

	Abstract

Holiday travel packaging is an important tool for destination marketing. However, little is known on how presentation of travel package information influences tourists’ decisions. This article reports on an experiment that tested whether package information and package heading can influence destination choice. It is hypothesized that destinations with a less favorable image will benefit from being presented in a format with more attribute information and with a price heading. The hypotheses were tested with 200 university students and 200 United Kingdom residents. They were asked to evaluate experimentally designed beach package holidays to Mediterranean destinations. Results show that effects of package presentation format do not differ between less favorable and more favorable image destinations. Variations in package presentation format show similar effects regardless of the destination presented. The student sample shows a higher intention to visit when price is used as the package heading. Implications and avenues for future research are discussed.

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