EFFECTS OF BUNDLING STRATEGIES ON PERCEIVED VALUE OF VACATION PACKAGES: EXAMINING THE EFFECTS OF BUNDLING STRATEGIES ON TRAVELERS' VALUE PPERCEPTION AND PURCHASE INTENTION OF A VACATION PACKAGE

The offer of vacation packages is a marketing tool called bundling, selling at least two separate products at one single price.Then why people buy a package instead of assembling separate single products? The premise of this study is that the perceived value of a package will change based on the bundling strategies (pricing strategies and product strategies) and people buy according to the value perception of any offer. The study found that price comparison between the package and the sum of separate single products, and the number of products thrown in a package, have an impact on people's value perception of the package. The results will give some insights to tour operators in making bundling strategies for tourism products.