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Keywords: Value consciousness
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Journal Articles
Heelye (Jason) Park, Eun-Kyong (Cindy) Choi, Hyun-Woo (David) Joung, Fernando Arroyo López, Chanmi Hong
Journal of Hospitality and Tourism Insights 1–18.
Published: 19 May 2026
... perspectives, this study examines how monetary sales promotion (MSP) and non-monetary sales promotion (NMSP) function as distinct value cues shaping attitude toward direct online booking (ADOB), with perceived offer value (POV) as a mediator and value consciousness (VC) as a moderator. Design/methodology...
