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      El efecto sobre la intención del cosumidor al presentar los precios de los paquetes turísticos en los anuncios publicitarios: Un estudio con turistas de Pernambuco, Brasil

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          Abstract

          El objetivo de este estudio fue verificar el efecto de la presentación del precio en los paquetes turísticos, moderados por características de comportamiento y demográficas, sobre la percepción del precio, el boca a boca y la intención de compra del consumidor de turismo. La investigación adoptó un diseño experimental con manipulación entre grupos. Los formatos de precios fueron: precio control, precio comparativo, precio en cuotas, precio en dólares y precio con descuento, y a cada participante se le presentó sólo una condición manipulada. Los resultados muestran que el anuncio publicitario con el precio del paquete turístico en el formato comparativo de R\(2.285,00 por sólo R\) 1.599,00’ aumentó un 27,1% la intención de compra y un 27,7% la generación del boca a boca al ser comparado con el precio de control. Por otro lado, el precio en dólares generó una mayor percepción de precio barato. El estudio contribuye teóricamente a dar soporte a la hipótesis de que las distintas formas de presentar el precio influyen en la intención de los consumidores, además de demonstrar que aunque el precio comparativo genere mayor intención, mayor boca a boca y menor percepción de precio caro, como se vio en la literatura, este formato puede no ser tan relevante para determinados perfiles de consumidores de servicios turísticos.

          Translated abstract

          The objective of this study was to verify the effect of touristic package advertise price presentation, moderated by behavioral and demographics characteristics, on the price perception, word of mouth, in consumer buying intention. Na experimental in-between groups design was adopted. The price format was manipulated as: price control, price comparison, price installments, dollar price and discounted price in percentage. Each respondent was presented to only one manipulated condition. Results shown that the advertising with the price of the package in comparative format 'of R \(2,285.00 for only R \) 1,599.00' increased by 27.1% the purchase intention and, 27.7% of word of mouth when compared to the control price. On the other hand, it was the price presented in dollar that generated greater awareness of “cheap price”. This research contributes theoretically to the advancement of the knowledge when it supports that distinct ways of price presentation influences consumers’ intentions to buy, and it also demonstrates that even though comparative price generates greater buying intention, word of mouth, and lower perception of high price, as founded on the reviewed literature, this price format may not be relevant to certain profiles of tourism product consumers.

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          Most cited references 41

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          The framing of decisions and the psychology of choice

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                Author and article information

                Contributors
                Role: ND
                Role: ND
                Role: ND
                Role: ND
                Journal
                eypt
                Estudios y perspectivas en turismo
                Estud. perspect. tur.
                Centro de Investigaciones y Estudios Turísticos (Ciudad Autónoma de Buenos Aires, , Argentina )
                1851-1732
                January 2017
                : 26
                : 1
                : 150-169
                S1851-17322017000100008

                This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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                Figures: 0, Tables: 0, Equations: 0, References: 41, Pages: 20
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                Product Information: SciELO Argentina

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