How hotel managers decide to discount room rates: A conjoint analysis

Lee, Seung Hyun

doi:10.1016/j.ijhm.2015.09.014

Cited by 28 publications

(12 citation statements)

References 35 publications

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“…One of the major challenges faced by RM practitioners is how to look beyond traditional tactical RM techniques as part of operations management and incorporate RM at the strategic level in order to proactively engage with other management areas across the organization internally and with customers externally. [need ending here and link to next section] Indeed, when hotel revenue management evolves to a more strategic (marketing) approach (Kimes, 2016), the development of capabilities will be key, especially when human judgment is required to enable revenue management decision-making in a context (e.g., Abrate & Viglia, 2016;Lee, 2016). This research attention for pricing as a process, however, is somewhat fragmented, with work stemming from a diverse range of paradigms, each with their own concepts and theories, methodologies and epistemologies.…”

Section: Explainmentioning

confidence: 99%

Why is a change of company pricing policy so hard to implement?

Rest

Roper

Wang

2018

International Journal of Hospitality Management

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This paper analyzes the process of changing a competition-oriented room rate pricing approach into a company-wide value-based pricing process from the perspective of the resource-based view. From a sample of 33 hotels in 16 countries it evaluates data from 55 open-ended interviews, documentation and archival records. Employing systems methodology the study illustrates that pricing is an intra/inter-organizational activity involving cross-disciplinary processes at various hierarchical levels. It finds that changing to value-based pricing involves a remarkable level of especially intangible resources. The study identifies these resources and their impact, identifying how constraints and tensions influence the shift in pricing orientation. It suggests that pricing in a value-driven policy comprises a capability. Without this capability interpersonal realities and goal conflicts, most prominently between sales and revenue, are found to impose major effects on the alignment of functional levels, the change in pricing processes, and the degree to which these are really value-driven

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Section: Explainmentioning

confidence: 99%

Why is a change of company pricing policy so hard to implement?

Rest

Roper

Wang

2018

International Journal of Hospitality Management

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“…The instrument consisted of four parts: participating acceptance, questions regarding socioeconomic status (SES), consumption profile, followed by CA tasks. It is important to mention there are different articles related to the empirical use of an online questionnaire to obtain data for CA studies and correlated approaches (Cai & Aguilar, 2013; Lee, 2016; Mansour & Radford, 2016; Shan et al, 2017).…”

Section: Methodsmentioning

confidence: 99%

Consumer preferences for burgers and milk desserts: Evaluating the importance of health claim attributes

Viana

Rocha

Trindade

et al. 2020

Journal of Sensory Studies

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The question that guided this work was if health claims should receive special attention by evaluating if these claims stand as a relevant attribute to consumers. Thereby, the goal of this work is to explore how consumers deal with different food product attributes, including health claims, in frozen burgers (Study 1), and milk desserts (Study 2) via conjoint analysis (CA). In Study 1, the ranking‐based CA revealed that the attribute “Claim” is more relevant than “Price” and that the Claim level of “Source of Fibres” in burgers is rejected by consumers. In Study 2, the rating‐based CA also reveals “Claim” as the most valued attribute in milk desserts, and consumers reject the Claim level of “Antioxidants” but are favorable to “Fiber”. As conclusions, the claim is the most important attribute in both cases. Still, while consumers did not respond positively regarding frozen burgers with health attributes, there was a positive asset for milk desserts. Practical Applications The manuscript brings a contribution to the field of food consumer studies by assessing claim attributes in different ways in terms of products, designs, and conjoint methods. The information obtained in this study brings useful insights regarding the importance of claims in consumer preference. One example is the discussions regarding some cautions that food industries should have regarding functional claims, as some levels were rejected in both carriers. Through this study, it is possible to disseminate the importance of gaining understandings regarding claims in functional foods, and especially regarding Brazilian consumers.

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“…It can be employed for a wide variety of market research questions (Orme, 2010). Therefore, this analysis method has become a popular tool in hospitality research (Gregory, 2011;Lee, 2016).…”

Section: Conjoint Analysismentioning

confidence: 99%

Winning the Battle: The Importance of Price and Online Reviews for Hotel Selection

Ciftci

Berezina

Cavusoglu

et al. 2020

Advances in Hospitality and Tourism Research (AHTR)

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Traditionally, price has been one of the main revenue management levers that allow hotels to sell the right product to the right customer at the right time. Recent research in the area of electronic word-of-mouth has found that travelers' online reviews may also be an influential factor affecting other customers' booking decisions. However, it is challenging to determine the value of online reviews for customer decision making and to compare this value to hotel room prices. Therefore, the main goal of this study is to investigate which factors (room rate, online reviews' rating score, or the number of reviews by other travelers) are more important for customers' booking decisions and the optimal combination of these factors for booking a hotel. Conjoint analysis was applied to measure the relative importance of the aforementioned factors for travelers' booking decisions. The results revealed that the overall online rating was the most influential factor with regard to customer decision making about

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How hotel managers decide to discount room rates: A conjoint analysis

Cited by 28 publications

References 35 publications

Why is a change of company pricing policy so hard to implement?

Why is a change of company pricing policy so hard to implement?

Consumer preferences for burgers and milk desserts: Evaluating the importance of health claim attributes

Winning the Battle: The Importance of Price and Online Reviews for Hotel Selection

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