The Impact Study Of The Price Discount For Online Tourist Products On The Tourists' Purchase Intention

With the development of Internet technology and the popularity of the network,the number of tourists buying tourist products through the Internet has been increasing,providing business opportunities for the online tourism enterprises.Moreover,the price promotion activities of online travel enterprises make online tourism enterprises display low price and detailed product information on the network platform to attract tourists to buy,which has promote the rapid development of online tourism enterprises.But with the rapid development of online tourism enterprises,tourism market competition,oversupply,coupled with the tourism product homogeneity,the tourism business and traditional travel agencies have used a variety of price discounts and promotions to attract tourists,fierce price war has caused a series of problems.Therefore,it is urgent to find out the relationship between the discount types,the discount rate and the purchase intention of online tourists,which is instructive for online travel operators to formulate price discount strategies and maintain the competitive order of tourism market.This paper first systematically reviews the literature on the impact of tourists' purchase intention and price discount on consumers' purchase intention,and then defines the concept of online tourism products,price discount,perceived quality,perceived value and purchase intention.On the basis of frame effect theory,perceived value theory,clue utilization theory and psychological account theory,combined with the characteristics of online travel products,study on constructing the model of online travel products price discount purchase intention to the tourists,the variable for the type of product,the discount rate and discount type variables,mediating variables of perceived quality and perceived value and purchase intention as dependent variable.Then the article use the situational questionnaire to get first-hand data,and empirically test the research model built in this paper,and draw the relationship between the price discount of online tourism products and tourists' purchase intention.The conclusions of this paper are as follows: for the domestic short distance travel and domestic travel in the long-term,the same discount rate,the percentage of discount than the discount amount effect on perceived quality,perceived value and purchase intention is more significant;for outbound travel,the same discount,discount amount and percentage discount effect on perceived quality is not significant.But the amount of discount percentage discount on perceived value and purchase intention is more significant.For domestic and outbound tour tour excursion,in China,the negative impact of depth greater discounts on perceived quality,perceived value and purchase intention;perceived quality have positive effect on perceived value;perceived value has a positive effect on purchase intention;perceived quality positively influence the purchase intention,but also through the mediating effect of perceived value on purchase intention.Based on the results of the study,this paper provides an optimal proposal for the price discount of online tourism enterprises from three aspects of product type,emphasis on improving perceived quality and perceived value.At the same time,the shortcomings of this research are explained,and the future research direction is prospected.