Abstract
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.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 272-279 |
| Number of pages | 8 |
| Journal | International Journal of Hospitality Management |
| Volume | 28 |
| Issue number | 2 |
| DOIs | |
| State | Published - Jun 2009 |
All Science Journal Classification (ASJC) codes
- Tourism, Leisure and Hospitality Management
- Strategy and Management
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