A Study on the Effects of Sales Promotion on Consumer Involvement and Purchase Intention in Tourism Industry
Angela Ya-Ping Chang 1 *
More Detail
1 Department of Tourism and Hospitality, Taipei City University of Science and Technology, TAIWAN
* Corresponding Author

This article belongs to the special issue "Problems of Application Analysis in Knowledge Management and Science-Mathematics-Education".

Abstract

Sales Promotion has been the routine marketing of businesses appealing consumers to making orders and increasing media exposure in recent years. Sales Promotion is a tactic for the sales of goods with price or non-price discounts. There are various sales promotions in the market, but not all of them are effective in marketing, as brand image, perceived value, and purchase intention are also associated. Sales Promotion therefore has become a primary issue for marketing. Aiming at 2014 Kaohsiung International Travel Fair, 1000 copies of questionnaires are distributed to the customers, and 421 valid copies are retrieved, with the retrieval rate 42%. The research results present the significant correlations between 1. Sales Promotion and Consumer Involvement, 2. Consumer Involvement and Purchase Intention, and 3. Sales Promotion and Purchase Intention.

License

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Article Type: Research Article

https://doi.org/10.12973/ejmste/77903

EURASIA J Math Sci Tech Ed, 2017 - Volume 13 Issue 12, pp. 8323-8330

Publication date: 25 Nov 2017

Article Views: 9685

Article Downloads: 14625

Open Access References How to cite this article