DESTINATION BRAND VALUE, CONSUMER INVOLVEMENT AND THE PERCEPTION OF FAIR PRICING OF MEDIA HOSTING FEES ON DIGITAL AUCTION PLATFORMS

França, Karen Daniele Lira de; Souza, Anderson Gomes de

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Article • Tur., Visão e Ação 25 (2) • May-Aug 2023 • https://doi.org/10.14210/rtva.v25n2.p219-242 copy

DESTINATION BRAND VALUE, CONSUMER INVOLVEMENT AND THE PERCEPTION OF FAIR PRICING OF MEDIA HOSTING FEES ON DIGITAL AUCTION PLATFORMS

Authorship SCIMAGO INSTITUTIONS RANKINGS

Abstratc:

With the growing competitiveness in the hosting sector, several strategies have been used to conquer the consumer and maximize daily sales. Digital platforms are the most used means for companies to achieve this goal. Therefore, this work aimed to analyze how the perception of fair price of hosting media diaries on digital auction platforms can be influenced by the brand value of the destination and the respective involvement of the consumer by it. This descriptive study, of a quantitative nature, adopted the unique cross-section. In total, 416 respondents composed the sample, whose data were analyzed by the multiple linear regression technique and correlations between the variables. The results indicated that only relevance demonstrated a positive influence in relation to the perception of price justice. Thus, it was possible to verify that price is an element of great importance in the negotiation and not dependent on the personal relationship that the consumer has with the destination and the equipment that composes it, nor on its representativeness. Therefore, what prevails for the consumer is, on the negotiation, to get the biggest possible price reduction and, after that, to acquire the hotel's daily.

Keywords:
Involvement; Brand value; Price fairness; Digital auction

Variables	C.F.	H ²	KMO	df	Variables	C.F.	H ²	KMO	df
ID1	0,562	0,337	0,547	21	CD1	0,239	0,766	0,469	10
ID2	0,850	0,766			CD2	0,597	0,606
ID3	0,835	0,739			CD3	0,511	0.671
ID4	0,432	0,784			CD4	-0,150	0,641
ID5	0,299	0,365			CD5	-0,579	0,586
ID6	0,643	0,452
LD1	0,817	0,648	0,781	3	QD1	0,527	0,277	0,556	6
LD2	0,815	0,664			QD2	0,789	0,623
LD3	0,805	0,668			QD3	0,821	0,674
LD4	0,751	0,563
REL1	0,863	0,745	0,648	3	PR1	0,950	0,874	0,763	3
REL2	0,824	0,540			PR2	0,935	0,874
REL3	0,735	0,680			PR3	0,935	0,902
SIM1	0,278	0,077	0,507	3	IMR1	0,904	0,636	0,682	3
SIM2	0,908	0,824			IMR2	0,883	0,817
SIM3	0,919	0,845			IMR3	0,798	0,780
PROR1	-0,284	0,081	0,505	3	PJP1	0,864	0,746	0,713	3
PROR2	0,886	0,785			PJP2	0,860	0,740
PROR3	0,903	0,815			PJP3	0,835	0,698

Variables	C.F.	H ²	KMO	Barlett			V.Exp.*	Cronbach
Variables	C.F.	H ²	KMO	df	Qui²	Sig	V.Exp.*	Cronbach
ID2	0,895	0,800	0,500	1	184,314	0,000	80,014	0,743
ID3	0,895	0,800	0,500	1	184,314	0,000	80,014	0,743
CD2	0,719	0,517	0,500	1	0,468	0,494	51,681	0,063
CD3	0,719	0,517	0,500	1	0,468	0,494	51,681	0,063
QD1	0,527	0,277	0,556	3	116,372	0,000	52,478	0,744
QD2	0,789	0,623
QD3	0,821	0,674
LD1	0,817	0,648	0,781	6	529,496	0,000	63,599	0,779
LD2	0,815	0,664
LD3	0,805	0,668
LD4	0,751	0,563
REL1	0,863	0,745	0,648	3	290,862	0,000	65,488	0,736
REL2	0,824	0,540
REL3	0,735	0,680
PR1	0,950	0,874	0,763	3	1048,992	0,000	88,357	0,933
PR2	0,935	0,874
PR3	0,935	0,902
SIM2	0,925	0,856	0,500	1	291,597	0,000	85,566	0,830
SIM3	0,925	0,856	0,500	1	291,597	0,000	85,566	0,830
IMR1	0,904	0,636	0,682	3	510,505	0,000	74,445	0,819
IMR2	0,883	0,817
IMR3	0,798	0,780
PROR2	0,908	0,824	0,500	1	224,691	0,000	82,373	0,786
PRO3	0,908	0,824	0,500	1	224,691	0,000	82,373	0,786
PJP1	0,864	0,746	0,713	3	421,288	0,000	72,797	0,812
PJP2	0,860	0,740
PJP3	0,835	0,698

Variables	Average	D. P.*	N
IMAGE	3,18	1,03172	416
QUALITY	3,83	,760	416
LOYALT	3,91	,641	416
RELEVANCY	3,33	,812	416
PLEASURE	4,24	,871	416
SYMBOLIC	2,15	1,07875	416
IMPORTANCERISK	3,66	,979	416
RISKPROBABILITY	2,65	,99379	416
PRICE FAIRNESS	2,74	,67541	416

Model	Variables entered	Removed variables	Method
1	RISK IMPORTANCE, QUALITY, LOYALTY, SYMBOLISM, RISK LIKELIHOOD, PLEASURE, IMAGE, RELEVANCE		Enter
2		IMPRISCCO	Backward (criterion: Probability of F to be removed >= ,100). Backward (criterion: Probability of F to be removed >= ,100). Backward (criterion: Probability of F to be removed >= ,100). Backward (criterion: Probability of F to be removed >= ,100).
3		LOYALTY
4		PLEASURE
5		SYMBOLIC

Model	R	R squared	Adjusted R-squared	Standard error of the estimate	Durbin-Watson
1	,226a	,051	,032	,66438	1,813
2	,226b	,051	,035	,66357
3	,226c	,051	,037	,66279
4	,225d	,051	,039	,66207
5	,220e	,049	,039	,66202

Model		Sum of Squares	df	Mean Square	F	Sig.
1	Regression	9,664	8	1,208	2,737	,006b
	Residual	179,653	407	,441
	Total	189,316	415
2	Regression	9,663	7	1,380	3,135	,003c
	Residual	179,653	408	,440
	Total	189,316	415
3	Regression	9,647	6	1,608	3,660	,001d
	Residual	179,670	409	,439
	Total	189,316	415
4	Regression	9,597	5	1,919	4,379	,001e
	Residual	179,719	410	,438
	Total	189,316	415
5	Regression	9,190	4	2,297	5,242	,000f
	Residual	179,653	407	,441
	Total	189,316	415

Model		Non-standardized coefficients		Standardized Coefficients	t	Sig.	95.0% confidence interval for B
Model		B	Standard Model	Beta	t	Sig.	Lower limit	Upper limit
1	(Constant)	2,796	,312		8,957	,000	2,182	3,409
	RISK PROBABILITY	-,089	,035	-,131	-2,514	,012	-,158	-,019
	SYMBOLIC	-,031	,032	-,050	-,973	,331	-,094	,032
	IMAGE	,068	,040	,104	1,708	,088	-,010	,146
	QUALITY	-,089	,054	-,100	-1,625	,105	-,196	,019
	LOYALTY	-,014	,074	-,013	-,192	,848	-,159	,131
	RELEVANCE	,148	,064	,178	2,305	,022	,022	,274
	RISK	-,014	,046	-,018	-,308	,758	-,104	,076
	IMPORTANCE OF RISK	-,001	,037	-,002	-,036	,972	-,075	,072
2	(Constant)	2,795	,311		8,997	,000	2,184	3,406
	RISK PROBABILITY	-,089	,034	-,131	-2,625	,009	-,156	-,022
	SYMBOLIC	-,031	,032	-,050	-,983	,326	-,094	,031
	IMAGE	,068	,040	,103	1,710	,088	-,010	,146
	QUALITY	-,089	,054	-,100	-1,630	,104	-,195	,018
	LOYALTY	-,014	,074	-,014	-,194	,847	-,159	,131
	RELEVANCY	,148	,064	,178	2,309	,021	,022	,274
	PLEASURE	-,015	,043	-,019	-,336	,737	-,100	,071
3	(Constant)	2,767	,274		10,082	,000	2,227	3,306
	RISK PROBABILITY	-,089	,034	-,131	-2,631	,009	-,156	-,023
	SYMBOLIC	-,031	,032	-,050	-,980	,328	-,094	,031
	IMAGE	,069	,039	,105	1,752	,080	-,008	,146
	QUALITY	-,090	,054	-,101	-1,658	,098	-,196	,017
	RELEVANCY	,140	,048	,168	2,908	,004	,045	,235
	PLEASURE	-,014	,043	-,019	-,335	,738	-,099	,070
4	(Constant)	2,733	,255		10,734	,000	2,232	3,233
	RISK PROBABILITY	-,090	,034	-,132	-2,656	,008	-,156	-,023
	SYMBOLIC	-,031	,032	-,049	-,964	,335	-,093	,032
	IMAGE	,069	,039	,106	1,765	,078	-,008	,146
	QUALITY	-,090	,054	-,101	-1,668	,096	-,196	,016
	RELEVANCY	,132	,042	,159	3,159	,002	,050	,214
5	(Constant)	2,726	,254		10,711	,000	2,226	3,226
	RISK PROBABILITY	-,096	,033	-,142	-2,900	,004	-,161	-,031
	IMAGE	,069	,039	,105	1,762	,079	-,008	,146
	QUALITY	-,092	,054	-,103	-1,702	,089	-,198	,014
	RELEVANCY	,122	,040	,146	3,012	,003	,042	,201

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E-mail: revistaturismo@univali.br

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[1] Karen:: Teacher at Instituto Federal do Mato Grosso, Cuiabá, Mato Grosso, Brazil. Master in Hospitality and Tourism, Universidade Federal de Pernambuco, Recife, Pernambuco, Brazil. E-mail: karenfranca@gmail.com Orcid: https://orcid.org/0000-0002-8586-6297