The purpose of this study is to investigate the effects of price discount frames and price discount levels on consumer perceptions about the quality of the service product, the value of the discount, their purchase intentions and their willingness to spread the word of mouth about the discount savings across different types of services.

his paper investigates the marketing strategy of using oddand even-number price endings in the restaurant industry to convey different information about a restaurant, and how consumers interpret and respond to that information. Specifically, we devised experiments to test the numbers 9 and 0 for consumer response. The use of odd-A menu price that ends in a "9" usually conveys to consumers an impression of an item's value, while prices ending in "0" may say something about quality.

ABSTRACT. This article explores how small neighboring destinations with limited tourism products and resources can collaborate in marketing their destinations. Based on a critical literature review, a conceptual framework was developed and empirical data was collected via document analysis, a focus group interview as well as in-depth semi-structured interviews with senior executives of three convention and visitors bureaus (CVBs) in Ohio. The research findings suggest that forming partnerships among neighboring destinations is beneficial for all participating CVBs in terms of enhancing product portfolio, cost reduction, and efficiency. However, there can be major challenges in developing and sustaining such long-term partnerships which include differing priorities, different marketing directions, and limited resources. The research findings further suggest that achieving results from such a partnership may take a considerable amount of effort and time. The research findings imply that executives of CVBs need to be informed and educated not only about advantages of forming such partnerships and how they can form such partnerships but also how they can overcome potential challenges together in this endeavor. The research results also suggest that informal working relationships and trust among executives of neighboring CVBs are crucial in forming and maintaining such a partnership. Discussions and implications based on the study results are also provided.

This paper aims to explore a collaborative approach to regional destination marketing. Research questions were constructed for empirical data collection via documentary analysis and semistructured interviews with senior executives of destination marketing organizations (DMOs) in the Central Florida region. The research findings suggest that collaboration among DMOs is beneficial in terms of cost reduction and market penetration. Several issues emerge as inhibiting factors to their collaborative destination marketing efforts. Discussions and implications are provided both from a theoretical and practical perspective on the basis of the findings of the study. Copyright © 2012 John Wiley & Sons, Ltd.

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