Abstract

The purpose of this study was to propose a conceptual framework of perceived price fairness for tourism purchases. The proposed framework is theoretically based on Weiner’s (1980) attribution theory, which has not been largely applied in price literature regardless of its potential theoretical importance. Thus, it is hoped that this framework will contribute to understanding how tourists perceive price increases or extra charges, and help to establish appropriate marketing strategies related to consumers’ perceptions of price (un)fairness. In order to empirically test the propositions formulated by the model, a methodological approach is also suggested. Accordingly, it is anticipated that further empirical research will be able to enhance the theoretical credibility of this conceptual model. It is further believed that understanding how perceived price fairness influences tourists behavior, depending on their inferences, will also provide practical implications. For instance, when suppliers encounter inevitable price increases, they could utilize a marketing strategy based on this theoretical understanding and its empirical results to mitigate consumer’s negative reactions

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A Conceptual Framework of Perceived Price Fairness : An Attributional Approach

The purpose of this study was to propose a conceptual framework of perceived price fairness for tourism purchases. The proposed framework is theoretically based on Weiner’s (1980) attribution theory, which has not been largely applied in price literature regardless of its potential theoretical importance. Thus, it is hoped that this framework will contribute to understanding how tourists perceive price increases or extra charges, and help to establish appropriate marketing strategies related to consumers’ perceptions of price (un)fairness. In order to empirically test the propositions formulated by the model, a methodological approach is also suggested. Accordingly, it is anticipated that further empirical research will be able to enhance the theoretical credibility of this conceptual model. It is further believed that understanding how perceived price fairness influences tourists behavior, depending on their inferences, will also provide practical implications. For instance, when suppliers encounter inevitable price increases, they could utilize a marketing strategy based on this theoretical understanding and its empirical results to mitigate consumer’s negative reactions