|General programme, activity sheet|
||Thursday 24 October, 2013 16:05 to 16:25
Bargaining Attitudes in Holiday ContextsSpeaker: Metin Kozak, Dokuz Eylul University
Authors: Metin Kozak, Antónia Correia and Giacomo Del Chiappa
Bargaining is an alternative pricing strategy to fixed prices in order to capture more customer surplus with the benefit of price discrimination among different segments of customers and their varying intentions of asking for a bargain at the shopping encounter. Currently, it has become a common form of tradition while intending to buy almost any kind of products or items in various countries. Shopkeepers are open to bargaining with consumers regardless of their nationality. However, with little efforts directed to the subject of bargaining, tourism research has been limited mostly to the empiricial investigation of the interaction between tourists and shopkeepers.
Therefore, this paper aims to assess how the daily life bargain attitudes may be adopted in holiday contexts. Grounded on theory of reasoned action, beliefs and subjective norms were derived to understand the bargain attitudes in tourism contexts. In this context, we have developed a total of seven hypotheses. With three parts, a survey was developed in order to test the proposed hypotheses. The first one comprises a set of statements derived from the literature to measure bargain beliefs on daily life contexts, depicting value for money, gender and social beliefs. The second part presents the likelihood of engage in bargain attitudes in tourism destinations. The latter part considers the socio-demographic characteristics of respondents. The validated scales were used to measure the five constructs appearing in the structural model. A five point scale of concordance was used, ranging from “1 - totally disagree” up to “5 - totally agree”.
Data were gathered based on a self-administered questionnaire survey applied to the Italian domestic tourists in August 2012. A structural equation model is proposed to measure bargain attitudes based on the level of importance that the tourists attained to bargain on their live contexts as well as the subjective norms they assumed about bargain. Supporting the four of all hypotheses, subjective norms are correlated with bargain attitudes in a tourism context. Value for money and social beliefs influence bargain attitudes whereas gender beliefs have no influence. As such, any size of economic benefits gained through bargaining and tourists’ ability to express their identity during a bargaining experience are among those reasons motivating them to involve in bargaining. In saying so, study findings have the evidence to provide implications from the perspective of psychology, sociology and economics of tourism operations.
Keywords: bargaining, shopping behaviour, social beliefs, gender beliefs, tourist behaviour.
Session 3 – Sustainability and responsibel tourism
Place: Room SB03