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The aim of this paper is to outline research intended to shed some light on whether the manipulation of the framing (wording) of a tourism offer in terms of losses and gains affects a traveller's judgement of the decisions involved in booking holiday elements with regard to timing (well before the trip, at the last minute, en-route, in-situ). We employ Kahneman and Tversky's (1979) Prospect Theory to manipulate a hypothetical scenario (positive/negative framing of a tourism offer), and ask consumers to evaluate the options and make a booking decision. If, as hypothesized, potential losses have a consistently greater effect than gains on booking decisions, this should affect the development and implementation of pricing and other marketing strategies of the tourism marketer.
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