期刊
INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT
卷 31, 期 2, 页码 319-328出版社
ELSEVIER SCI LTD
DOI: 10.1016/j.ijhm.2011.04.006
关键词
Segmentation; Hotel selection; Decision factors; Reward programs; Commitment
This study investigated factors that influence consumer purchasing decisions for two hotel segments: full-service and limited-service. Results from an online survey indicated that full-service hotel guests were more likely to be reward program members and be emotionally attached to their preferred brand. Price was the most important factor for limited-service guests' purchase decisions, while both price and utility were important for full-service guests. Limited-service guests had lower switching costs, that is, they required less of a discount to switch to a non-preferred brand than full-service guests. The findings have implications for hotel pricing and marketing strategies. (C) 2011 Elsevier Ltd. All rights reserved.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据