Journal
INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT
Volume 86, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.ijhm.2019.102370
Keywords
Hotel booking; Price information; Review information; Consideration set; Stated choice experiment
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Using a stated choice experiment, this study uncovers how hotel review- and price-related attributes affect consumers' formation of consideration sets and hotel bookings based on online search results alongside a two-stage model of consideration and choice. Empirical findings indicate that consumers' evaluations of certain attributes vary across these stages. During the consideration stage, the listed hotel price, promotional discount, overall rating, review volume, and booking popularity are significant attributes for prospective guests, whereas price disparities across websites are not. Insignificant interaction effects among these determinants imply that in this stage, consumers employ fast-frugal heuristics and a noncompensatory strategy. During the booking stage, listed price, promotional discount, overall rating, and review volume inform consumers' booking decisions. Furthermore, the interaction effects point to consumers' adoption of a compensatory strategy in making a final booking decision. Finally, this study concludes with implications for hotel pricing and system optimization of online platforms.
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