Business Commons^™

Price Bundling In Online Travel Markets: An Exploratory Study, Jinhoo Kim

Masters Theses 1911 - February 2014

Price bundling, offering two or more separate products/services together in a single package at a different price from the sum of the components’ prices, is one of the most prevalent marketing practices in many industries, including hospitality and travel. Virtually all types of firms in the hospitality and travel industry, from suppliers such as hotels and airlines to intermediaries such as travel agents, are encouraging customers to purchase travel “packages” rather than a single component of travel. The purpose of this study is to determine whether the practice of price bundling by online travel agents is associated with actual monetary …