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How Consumers Assess Multiple Cues: The Role Of Dual Processing System On Hotel Booking Decisions, Eun Joo Kim
How Consumers Assess Multiple Cues: The Role Of Dual Processing System On Hotel Booking Decisions, Eun Joo Kim
UNLV Theses, Dissertations, Professional Papers, and Capstones
An online travel agency (OTA) is an important channel for hotels to generate new reservations. To make booking decisions, people collect and evaluate available information. Hotels try to provide effective information to persuade customers to book their hotel deals; however, not all information is manageable by the hotels. This research evaluates the effects of information on OTA websites with an approach based on the origins of the information. Depending on the origin, multiple cues can be categorized by two types, controllable and uncontrollable cues. A controllable cue is information that hotels can maintain, whereas an uncontrollable cue is not manageable …