Journal
TOURISM MANAGEMENT
Volume 65, Issue -, Pages 55-68Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.tourman.2017.09.016
Keywords
Temporal booking; Framing; Risky-choice framing; Attribute framing; Prospect theory
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Travellers make booking decisions under uncertainty. They may book early and get a discount, but then find they cannot travel at the later time. Or they may wait until the last minute, and perhaps miss out altogether. Prospect Theory introduced framing (presentation of messages emphasising loss or gain) to investigate decision-making under uncertainty. In other studies a loss (negative) frame has been found to be more effective than a gain (positive) frame when decision-makers were given a choice. Since tourism providers benefit when travellers make early bookings, three studies using framing were performed to see what kind of framing was more effective in persuading travellers to book in advance. Two different kinds of framing were adopted: risky choice and attribute framing. The results of the three studies confirm the predictions of Prospect Theory, and suggest ways of managing tourism campaigns to encourage advance booking. (C) 2017 Elsevier Ltd. All rights reserved.
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