Beyond the Bundle: Analyzing the Influence of Price Disclosure on Tourism Package Satisfaction Among Generation Z Users

Understanding how consumers perceive the value of travel packages is essential for pricing and product design. Grounded in behavioral economics frameworks, such as Prospect Theory and Mental Accounting, this study analyses satisfaction across three progressive travel packages before and after explicit price disclosure, exploring multi-attribute service valuation and the moderating influence of traveller profiles. Using a quantitative approach with 387 higher education participants, expected satisfaction was measured through a two-phase price disclosure design. Inferential statistical analyses revealed that satisfaction levels decreased significantly for all packages once prices were revealed, with the sharpest decline occurring in the highly comprehensive, all-inclusive option, validating a psychological threshold of value saturation. Packages comprising only essential elements (flights, accommodation with breakfast and insurance) yielded the highest consistent post-price satisfaction, with these core structural components identified as the absolute most valued attributes. Findings suggest that explicit price disclosure acts as a negative moderator of expected satisfaction, triggering an immediate psychological pain of paying, particularly among independent travellers who exhibit higher price sensitivity and remain more analytical of bundled configurations than users of physical travel agencies. This study provides a framework for stakeholders to avoid over-bundling and optimize product efficiency. Furthermore, it contributes to academic discourse on generational consumer behaviour by highlighting how individual travel organization profiles within an emerging European cohort shape the perceived utility and fairness of tourism pricing.