{"id":"https://openalex.org/W4412373013","doi":"https://doi.org/10.60027/ijsasr.2025.6624","title":"Short-Term Discounts, Long-Term Perceptions: Evaluating Promotional Strategies in Tourism","display_name":"Short-Term Discounts, Long-Term Perceptions: Evaluating Promotional Strategies in Tourism","publication_year":2025,"publication_date":"2025-07-13","ids":{"openalex":"https://openalex.org/W4412373013","doi":"https://doi.org/10.60027/ijsasr.2025.6624"},"language":"en","primary_location":{"id":"doi:10.60027/ijsasr.2025.6624","doi":"https://doi.org/10.60027/ijsasr.2025.6624","is_oa":true,"landing_page_url":"https://doi.org/10.60027/ijsasr.2025.6624","pdf_url":"https://so07.tci-thaijo.org/index.php/IJSASR/article/download/6624/5175","source":{"id":"https://openalex.org/S4389157992","display_name":"International Journal of Sociologies and Anthropologies Science Reviews","issn_l":"2774-0366","issn":["2774-0366","2985-2730"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I4405268610","host_organization_name":"Dr. Ken Institute of Academic Development and Promotion","host_organization_lineage":["https://openalex.org/I4405268610"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Journal of Sociologies and Anthropologies Science Reviews","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://so07.tci-thaijo.org/index.php/IJSASR/article/download/6624/5175","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":null,"display_name":"Shan-Kuei Yang","orcid":"https://orcid.org/0009-0006-4780-2870","observed_orcids":["https://orcid.org/0009-0006-4780-2870"]},"institutions":[{"id":"https://openalex.org/I190734841","display_name":"Maejo University","ror":"https://ror.org/03c7s1f64","country_code":"TH","type":"education","lineage":["https://openalex.org/I190734841"]}],"countries":["TH"],"is_corresponding":false,"raw_author_name":"Shan-Kuei Yang","raw_affiliation_strings":["Maejo University, Chiang Mai, Thailand"],"raw_orcid":"https://orcid.org/0009-0006-4780-2870","affiliations":[{"raw_affiliation_string":"Maejo University, Chiang Mai, Thailand","institution_ids":["https://openalex.org/I190734841"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5113722445","display_name":"Chin-Fa Tsai","orcid":"https://orcid.org/0000-0001-7721-7548","observed_orcids":["https://orcid.org/0000-0001-7721-7548"]},"institutions":[{"id":"https://openalex.org/I183570559","display_name":"National Chiayi University","ror":"https://ror.org/04gknbs13","country_code":"TW","type":"education","lineage":["https://openalex.org/I183570559"]}],"countries":["TW"],"is_corresponding":false,"raw_author_name":"Chin-Fa Tsai","raw_affiliation_strings":["National Chiayi University, Chiayi, Taiwan"],"raw_orcid":"https://orcid.org/0000-0001-7721-7548","affiliations":[{"raw_affiliation_string":"National Chiayi University, Chiayi, Taiwan","institution_ids":["https://openalex.org/I183570559"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5080557061","display_name":"Winitra Leelapattana","orcid":"https://orcid.org/0000-0001-5344-595X","observed_orcids":["https://orcid.org/0000-0001-5344-595X","https://orcid.org/0009-0005-7341-4321"]},"institutions":[{"id":"https://openalex.org/I190734841","display_name":"Maejo University","ror":"https://ror.org/03c7s1f64","country_code":"TH","type":"education","lineage":["https://openalex.org/I190734841"]}],"countries":["TH"],"is_corresponding":false,"raw_author_name":"Winitra Leelapattana","raw_affiliation_strings":["Maejo University, Chiang Mai, Thailand"],"raw_orcid":"https://orcid.org/0000-0001-5344-595X","affiliations":[{"raw_affiliation_string":"Maejo University, Chiang Mai, Thailand","institution_ids":["https://openalex.org/I190734841"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5109012339","display_name":"Weerapon Thongma","orcid":"https://orcid.org/0009-0005-2047-0311","observed_orcids":["https://orcid.org/0009-0005-2047-0311"]},"institutions":[{"id":"https://openalex.org/I190734841","display_name":"Maejo University","ror":"https://ror.org/03c7s1f64","country_code":"TH","type":"education","lineage":["https://openalex.org/I190734841"]}],"countries":["TH"],"is_corresponding":false,"raw_author_name":"Weerapon Thongma","raw_affiliation_strings":["Maejo University, Chiang Mai, Thailand"],"raw_orcid":"https://orcid.org/0009-0005-2047-0311","affiliations":[{"raw_affiliation_string":"Maejo University, Chiang Mai, Thailand","institution_ids":["https://openalex.org/I190734841"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.16425672,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"5","issue":"4","first_page":"597","last_page":"618"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10055","display_name":"Diverse Aspects of Tourism Research","score":0.7139000296592712,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10055","display_name":"Diverse Aspects of Tourism Research","score":0.7139000296592712,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.2102999985218048,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.053599998354911804,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/tourism-promotion","display_name":"tourism promotion","score":0.6159999966621399},{"id":"https://openalex.org/keywords/price-discounts","display_name":"discounts","score":0.7369999885559082},{"id":"https://openalex.org/keywords/coupon-promotions","display_name":"coupon promotions","score":0.7319999933242798},{"id":"https://openalex.org/keywords/perceived-value","display_name":"perceived value","score":0.8560000061988831},{"id":"https://openalex.org/keywords/perceived-quality","display_name":"perceived quality","score":0.7490000128746033},{"id":"https://openalex.org/keywords/brand-equity","display_name":"brand equity","score":0.7549999952316284},{"id":"https://openalex.org/keywords/purchase-intention","display_name":"purchase intention","score":0.9039999842643738},{"id":"https://openalex.org/keywords/tourist-packages","display_name":"package tours","score":0.5950000286102295},{"id":"https://openalex.org/keywords/social-exchange-theory","display_name":"social exchange theory","score":0.7269999980926514},{"id":"https://openalex.org/keywords/cognitive-behavioral-theory","display_name":"cognitive-behavioral theory","score":0.9229999780654907},{"id":"https://openalex.org/keywords/travel-agents","display_name":"travel agents","score":0.39899998903274536}],"concepts":[{"id":"https://openalex.org/C61797465","wikidata":"https://www.wikidata.org/wiki/Q1188986","display_name":"Term (time)","level":2,"score":0.930506706237793},{"id":"https://openalex.org/C18918823","wikidata":"https://www.wikidata.org/wiki/Q49389","display_name":"Tourism","level":2,"score":0.7061629295349121},{"id":"https://openalex.org/C26760741","wikidata":"https://www.wikidata.org/wiki/Q160402","display_name":"Perception","level":2,"score":0.5879532694816589},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.502678632736206},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.38915157318115234},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.35340815782546997},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.2262422740459442},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.12985160946846008},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.051807254552841187},{"id":"https://openalex.org/C62520636","wikidata":"https://www.wikidata.org/wiki/Q944","display_name":"Quantum mechanics","level":1,"score":0.0},{"id":"https://openalex.org/C169760540","wikidata":"https://www.wikidata.org/wiki/Q207011","display_name":"Neuroscience","level":1,"score":0.0},{"id":"https://openalex.org/C121332964","wikidata":"https://www.wikidata.org/wiki/Q413","display_name":"Physics","level":0,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.60027/ijsasr.2025.6624","doi":"https://doi.org/10.60027/ijsasr.2025.6624","is_oa":true,"landing_page_url":"https://doi.org/10.60027/ijsasr.2025.6624","pdf_url":"https://so07.tci-thaijo.org/index.php/IJSASR/article/download/6624/5175","source":{"id":"https://openalex.org/S4389157992","display_name":"International Journal of Sociologies and Anthropologies Science Reviews","issn_l":"2774-0366","issn":["2774-0366","2985-2730"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I4405268610","host_organization_name":"Dr. Ken Institute of Academic Development and Promotion","host_organization_lineage":["https://openalex.org/I4405268610"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Journal of Sociologies and Anthropologies Science Reviews","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.60027/ijsasr.2025.6624","doi":"https://doi.org/10.60027/ijsasr.2025.6624","is_oa":true,"landing_page_url":"https://doi.org/10.60027/ijsasr.2025.6624","pdf_url":"https://so07.tci-thaijo.org/index.php/IJSASR/article/download/6624/5175","source":{"id":"https://openalex.org/S4389157992","display_name":"International Journal of Sociologies and Anthropologies Science Reviews","issn_l":"2774-0366","issn":["2774-0366","2985-2730"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I4405268610","host_organization_name":"Dr. Ken Institute of Academic Development and Promotion","host_organization_lineage":["https://openalex.org/I4405268610"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Journal of Sociologies and Anthropologies Science Reviews","raw_type":"journal-article"},"sustainable_development_goals":[],"sustainable_development_goals_aurora":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4412373013.pdf","grobid_xml":"https://content.openalex.org/works/W4412373013.grobid-xml"},"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W2391061603","https://openalex.org/W2386798499","https://openalex.org/W4388017739","https://openalex.org/W2352379149","https://openalex.org/W3216130691","https://openalex.org/W2369032308","https://openalex.org/W2977338326","https://openalex.org/W2376872419","https://openalex.org/W3157133093","https://openalex.org/W2357922224"],"abstract_inverted_index":{"Background":[0],"and":[1,15,49,61,72,88,105,129,132,146,179,192,212,218,234,247,251,265],"Aim:":[2],"This":[3,229],"study":[4,108,200,272],"is":[5],"based":[6],"on":[7,45,117,142,277],"a":[8,20,31,93,110,171,268],"strong":[9],"theoretical":[10],"framework":[11,163],"that":[12,243],"integrates":[13],"cognitive-behavioral":[14],"exchange":[16],"theories":[17],"to":[18,95,274,295],"offer":[19],"comprehensive":[21],"understanding":[22],"of":[23,26,42,51,70,75,126,135,174,190,196,204,221,287],"the":[24,35,39,46,81,99,123,133,161,193,202,225,281,285],"effects":[25,125],"promotional":[27,206],"methods.":[28],"It":[29,54,121],"addresses":[30],"critical":[32],"gap":[33],"in":[34,98,154,208,224,267,280],"literature":[36],"by":[37,238],"examining":[38],"long-term":[40,89,219,252,292],"impact":[41],"sales":[43,86,246],"promotions":[44,60,131,137,178],"perceived":[47],"value":[48,91,191,223],"quality":[50,74,195],"tourism":[52,102,226,282],"products.":[53],"also":[55],"explores":[56],"how":[57,175],"various":[58,176],"price":[59,127,177],"discount":[62,180],"levels":[63,181],"influence":[64],"tourists'":[65,183],"anticipated":[66,184],"future":[67,185],"costs,":[68,186],"perceptions":[69,145,189,220],"value,":[71],"overall":[73,194],"travel":[76,197,232],"packages.":[77,198],"The":[78,107,148,168,199,271],"research":[79,230],"highlights":[80],"delicate":[82],"balance":[83],"between":[84],"short-term":[85,289],"growth":[87],"brand":[90,222,263,293],"as":[92,160],"pathway":[94],"sustained":[96,297],"success":[97,266],"highly":[100],"competitive":[101,269],"market.":[103,270],"Materials":[104],"methods:":[106],"employs":[109],"systematic":[111],"two-way":[112],"between-subjects":[113],"experimental":[114],"design,":[115],"focusing":[116],"vacation":[118],"package":[119],"goods.":[120],"examines":[122],"distinct":[124],"reductions":[128],"coupon":[130],"extent":[134],"these":[136],"(high":[138],"vs.":[139],"low":[140],"extent)":[141],"key":[143],"consumer":[144,210],"behaviors.":[147],"2021":[149],"International":[150],"Travel":[151],"Fair":[152],"attendees":[153],"Taoyuan":[155],"City,":[156],"Taiwan,":[157],"will":[158],"serve":[159],"sampling":[162],"for":[164,261],"this":[165],"study.":[166],"Results:":[167],"findings":[169],"provide":[170],"detailed":[172],"analysis":[173],"shape":[182],"altering":[187],"their":[188,215],"underscores":[201],"role":[203],"specific":[205],"tactics":[207,279],"influencing":[209],"attitudes":[211,250],"behaviors,":[213],"including":[214],"purchase":[216,253],"intentions":[217,254],"sector.":[227],"Conclusion:":[228],"offers":[231],"agents":[233],"marketers":[235],"valuable":[236],"insights":[237],"identifying":[239],"effective":[240],"advertising":[241],"strategies":[242,258],"drive":[244],"immediate":[245],"nurture":[248],"favorable":[249],"among":[255],"travelers.":[256],"These":[257],"are":[259],"crucial":[260],"ensuring":[262],"sustainability":[264],"contributes":[273],"broader":[275],"discussions":[276],"marketing":[278],"sector,":[283],"emphasizing":[284],"importance":[286],"balancing":[288],"gains":[290],"with":[291],"equity":[294],"achieve":[296],"business":[298],"success.":[299]},"counts_by_year":[],"updated_date":"2026-10-07T09:51:55.459714","created_date":"2025-10-10T00:00:00"}
