Effect of Price Change Alert on Perceptions of Hotel Attribute-based Room Pricing (ABP) versus Traditional Room Pricing (TRP) |
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| Institution: | 1. Division of Engineering, Business, and Computing Penn State Berks Tulpehocken Road, P.O. Box 7009, Reading, PA 19610, United States;2. School of Hospitality & Tourism Management, Oklahoma State University, 365 Human Sciences, Stillwater, OK 74078, United States;3. The School of Hospitality Business, Broad College of Business, Michigan State University, 667 North Shaw Lane, East Lansing, MI 48824, United States;1. École des Sciences de Gestion de l’Université du Québec à Montréal (ESG UQAM), 320, rue Sainte-Catherine Est, Montréal, QC, H2X 3X2, Canada;2. University of Perpignan, CRESEM (EA 7397), 52 avenue Paul Alduy, 66860, Perpignan, France;3. École de Gestion de l’Université du Québec à Trois-Rivières (EGUQTR), 3351, boulevard des Forges, Trois-Rivières, QC, G9A 5H7, Canada;1. Faculty of Economics and Business Administration, Ruppin Academic Center, Israel;2. Paris School of Business, France;1. Department of Food & Beverage Management, Taipei University of Marine Technology, No. 212, Sec.9, Yen Ping N., Taipei City, 111, Taiwan, ROC;2. Business School, Nanfang College of Sun Yat-Sen University, No. 882 Wenquan Avenue, Conghua District, Guangzhou, Guangdong Province, 510970, China;3. Department of Artificial Intelligence, CTBC Business School, No. 600, Sec. 3, Taijiang Blvd., Annan District, Tainan City, 709, Taiwan, ROC;4. Department of Hospitality Management, Ming Chuan University, No. 5 De Ming Rd., Gui Shan District, Taoyuan City, 333, Taiwan, ROC;1. Department of Psychology, Henan University, China;2. School of Hospitality and Tourism, Auckland University of Technology, New Zealand;3. School of Hospitality Management, Kyung Hee University, South Korea;4. School of Business, Konkuk University, South Korea;1. Department of Hotel and Tourism Management, Guilford Glazer Faculty of Business and Management, Ben-Gurion University of the Negev, Israel;2. Hospitality and Tourism Program, Pamplin College of Business, Virginia Polytechnic Institute and State University, Israel;3. Department of Hotel and Tourism Management, Guilford Glazer Faculty of Business and Management, Ben-Gurion University of the Negev, P.O. Box 653, Beer-Sheba 84105, Israel |
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| Abstract: | Aside from marketing information on traditional room rates, hotels and online travel agents (OTAs) are trying a new pricing technique based on the attributes of guestrooms. This research investigates how attribute-based room pricing (ABP) differs from traditional room pricing (TRP) in influencing consumer reactions when consumers receive a price change alert before (vs. after) sales. Through a series of experiments, we found that TRP and ABP result in similar alert attitude, brand attitude, and visit intention for presale price change alert. However, ABP leads to more favorable results for postsale price change alert. We examined the underlying mechanism and found that perceived fairness mediates the effect of pricing strategy on brand attitude, price alert attitude, and visit intention for postsale alert only. This research provides hotel managers and OTA marketers with guidance on when to send either type of price change message to consumers. |
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| Keywords: | Attribute-based room pricing Price alert Perceived fairness Pricing |
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