Determinants of consumers’ choices in hotel online searches: A comparison of consideration and booking stages |
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| Institution: | 1. University of Bologna, Department of Statistics, via delle Belle Arti 41, 40126 Bologna, Italy;2. Xenia S.p.A., Via A. Gramsci 79, 66016 Guardiagrele, Italy;1. School of Business, Central South University, Changsha, 410083, PR China;2. Department of Systems Engineering and Engineering Management, City University of Hong Kong, 83 Tat Chee Avenue, Kowloon Tong, Hong Kong, China;3. School of Management, China University of Mining and Technology, Xuzhou, 221116, PR China;1. School of Tourism and Hospitality Management, South China University of Technology, Guangzhou, China;2. School of Hotel and Tourism Management, Hong Kong Polytechnic University, Hong Kong;1. Faculty of Business Administration, Ton Duc Thang University, Ho Chi Minh City, Vietnam;2. University of Economics and Law of VNU-HCM, Ho Chi Minh City, Vietnam;1. College of Law, Social Sciences and Liberal Arts, International University of La Rioja, Av. de la Paz, 137, 26004, Logroño, Spain;2. Howard Feiertag Department of Hospitality and Tourism Management, Pamplin College of Business, Virginia Tech, Blacksburg, VA, 24061, USA;3. School of Hotel and Tourism Management, Hong Kong Polytechnic University, Kowloon, Hong Kong;1. Cardiff Business School, College of Arts, Humanities & Social Sciences, Cardiff University, Aberconway Building, Colum Drive, Cardiff, CF10 3EU, UK;2. Suffolk Business School, Faculty of Arts, Business and Applied Social Science, University of Suffolk, Waterfront Building, 19 Neptune Quay, Ipswich, IP4 1QJ, UK |
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| Abstract: | 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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| Keywords: | Hotel booking Price information Review information Consideration set Stated choice experiment |
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