This study analyses the influence of price on the formation of tourists' satisfaction with the purchase of a package tour. The academic literature affirms that the relationship between the two variables is negative. However, when the authors attempt to estimate by using linear models, the relationship turns out to be nonsignificant. This is due to the two-sign effect that price exercises on satisfaction: one positive (as an indicator of product quality) and the other negative (as an indicator of sacrifice).
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