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SPECIAL ISSUE PAPER
A Study on the Effects of Sales Promotion on Consumer Involvement and Purchase Intention in Tourism Industry
Angela Ya-Ping Chang 1
 
 
 
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Department of Tourism and Hospitality, Taipei City University of Science and Technology, TAIWAN
 
 
Online publication date: 2017-11-25
 
 
Publication date: 2017-11-25
 
 
EURASIA J. Math., Sci Tech. Ed 2017;13(12):8323-8330
DOI: https://doi.org/10.12973/ejmste/77903
 
 
Article (PDF)
References (33)
 
This article belongs to the special issue "Problems of Application Analysis in Knowledge Management and Science-Mathematics-Education".
KEYWORDS
leisure time
online marketing
travel
holiday
multimedia
 
TOPICS
Evaluation and Assessment
Knowledge Management
 
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.
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