Mostrar el registro sencillo del ítem

dc.contributor.authorPelegrín-Borondo, Jorge
dc.contributor.authorArias-Oliva, Mario
dc.contributor.authorGonzález-Menorca, Leonor
dc.contributor.authorJuaneda-Ayensa, Emma (1)
dc.description.abstractThis research analyses the perception that customers have regarding hotel prices at the time of making their final purchase decision. Price perception depends on the analysis of psychological thresholds. When a hotel decreases their prices, will customers really perceive a gain and change their purchasing decision? If a hotel increases their prices, will customers really perceive a loss and change their purchasing decision? There is not a comprehensive model that allows a global vision taking into consideration all these factors. We analyse the state of the art in price policies regarding psychological thresholds and define a global model based on six different price thresholds. We contrast the proposed model focusing on differences between online and offline channels. We analyse a Spanish Hotels sample located in the region of La Rioja. Our results show that perceived gain and loss in price by customers are different for online and offline channels. E-customers are more influenced by hotel selection and the hotel brand. Loyalty and difficulty to compare hotels uniquely affects offline customers. We find as well factors with influence in both channels: promotions and price volatility. Our findings will let hotel managers increase their occupation rate and profitability playing with psychological prices threshold.es_ES
dc.publisherInternational Journal of Internet Marketing and Advertisinges_ES
dc.relation.ispartofseries;vol. 9, nº 2
dc.subjecthotel priceses_ES
dc.subjectconsumer behavioures_ES
dc.subjecthotel managementes_ES
dc.subjectlogit modelses_ES
dc.subjectstructural equation modellinges_ES
dc.subjectinternet marketinges_ES
dc.subjectonline channelses_ES
dc.subjectpricing policieses_ES
dc.subjectpsychological thresholdses_ES
dc.subjectoffline channelses_ES
dc.subjectcustomer perceptiones_ES
dc.subjectfinal purchasing decisiones_ES
dc.subjectprice thresholdses_ES
dc.subjectperceived gaines_ES
dc.subjectperceived losses_ES
dc.subjecthotel selectiones_ES
dc.subjecthotel brandses_ES
dc.subjectcustomer loyaltyes_ES
dc.subjectcomparison difficultieses_ES
dc.subjectprice volatilityes_ES
dc.titlePricing policies in hotels: a psychological threshold research in online and offline channelses_ES
dc.typeArticulo Revista Indexadaes_ES

Ficheros en el ítem


No hay ficheros asociados a este ítem.

Este ítem aparece en la(s) siguiente(s) colección(ones)

Mostrar el registro sencillo del ítem