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Hospitality Administration and Management Commons™
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Consumer behavior; Consumer emotion; Consumers' preferences; Dynamic pricing; Hotels – Rates; Involvement; Markdowns; Price promotion; Special sales; Uniform pricing
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Full-Text Articles in Hospitality Administration and Management
Impact Of Hotel Discount Strategies On Consumers’ Emotion And Behavior In The Presence Of High And Low Involvement Consumers, Seung H. Lee
Impact Of Hotel Discount Strategies On Consumers’ Emotion And Behavior In The Presence Of High And Low Involvement Consumers, Seung H. Lee
UNLV Theses, Dissertations, Professional Papers, and Capstones
While hotels come up with various discount strategies to attract consumers, especially during a recession, both hotels and consumers seem to favor dynamic pricing. Yet there are not enough studies available to reveal that dynamic pricing would positively impact consumers. Studies also indicated that price discounts give consumers not only monetary benefits but also positive emotional responses. The purpose of this study was to investigate how uniform pricing and dynamic pricing influence consumers' emotion and behavior, in the presence of low involvement and high involvement consumers. The results of study suggested that high involvement consumers responded more positively to dynamic …