TY - JOUR
T1 - Hotel revenue management and the Internet
T2 - The effect of price presentation strategies on customers' willingness to book
AU - Noone, Breffni M.
AU - Mattila, Anna S.
N1 - Copyright:
Copyright 2009 Elsevier B.V., All rights reserved.
PY - 2009/6
Y1 - 2009/6
N2 - A decision that is intrinsic to the application of hotel best available rate (BAR) pricing is how to present the BARs for individual nights within a multiple-night stay to prospective hotel guests. We discuss two alternative price presentation strategies, a blended and a nonblended rate approach, and examine their effect on customers' willingness to pay in the context of Internet-based reservation requests. Study findings indicate that a nonblended rate presentation approach generates higher willingness to book ratings than a blended rate presentation approach. Furthermore, when it comes to nonblended rates, familiarity with BAR pricing moderates the effect of rate sequence on customers' willingness to book.
AB - A decision that is intrinsic to the application of hotel best available rate (BAR) pricing is how to present the BARs for individual nights within a multiple-night stay to prospective hotel guests. We discuss two alternative price presentation strategies, a blended and a nonblended rate approach, and examine their effect on customers' willingness to pay in the context of Internet-based reservation requests. Study findings indicate that a nonblended rate presentation approach generates higher willingness to book ratings than a blended rate presentation approach. Furthermore, when it comes to nonblended rates, familiarity with BAR pricing moderates the effect of rate sequence on customers' willingness to book.
UR - http://www.scopus.com/inward/record.url?scp=59749095599&partnerID=8YFLogxK
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U2 - 10.1016/j.ijhm.2008.09.004
DO - 10.1016/j.ijhm.2008.09.004
M3 - Article
AN - SCOPUS:59749095599
SN - 0278-4319
VL - 28
SP - 272
EP - 279
JO - International Journal of Hospitality Management
JF - International Journal of Hospitality Management
IS - 2
ER -