Abstract
Purpose – The purpose of this study is to investigate tourist in-destination consumption patterns in the
context of bundled holiday packages in different resort categories to identify demand behavior that allows
implementing profit-enhancing policies through attractive bundled offers for specific tourist segments.
Design/methodology/approach – This study relies on data gathered in a quasi-experiment to analyze differences in consumption patterns at resort bars over a two-year period (summer 2018 and 2019) before and after the introduction of an all-inclusive soft drinks package.
Findings – The findings inform on bundling strategies according to different degrees of price
consciousness and resort category. In particular, guests in upscale resorts are more likely to underconsume items included in a pre-paid bundle and significantly engage in additional spending than
economy resort guests.
Originality/value – The quasi-experiment provides the actual in-destination consumption patterns and
offering managerial insights and tools to tailor the formand content of bundles according to resort category.