Do luxury room amenities affect guests' willingness to pay?

Title
Do luxury room amenities affect guests' willingness to pay?
Authors
현성협
Keywords
Room amenity; Positivity bias; Willingness to pay; Luxury brand; Hotel room pricing
Issue Date
2015-04
Publisher
ELSEVIER SCI LTD
Citation
INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT, v. 46, Page. 161-168
Abstract
Intangible services have fewer cues to enable consumer evaluation compared to physical goods. Cues are therefore particularly important for highly intangible services, since they provide tangible evidence of quality. This study explores whether luxury brand room amenities can be used as cues for customers to evaluate a hotel. This study attempts to identify what items and amenities guests find most/least useful and to examine whether luxury brand room amenities can enhance customers' evaluation of a hotel and increase willingness to pay based on positivity bias. Wi-Fi was regarded as the most useful hotel amenity, while telephone was regarded as the least useful amenity. This study found customers willingness to pay is affected by providing luxury brand room amenities. When luxury amenities were placed in the room, customers' estimation of the room rate and their willingness to pay for it both increased. Moreover, about two out of five expressed a willingness to pay extra for an upgrade to access luxury brand room amenities. The findings of this study provide important implications for hotel practitioners. #C# 2014 Elsevier Ltd. All rights reserved.
URI
http://www.sciencedirect.com/science/article/pii/S0278431914001510http://hdl.handle.net/20.500.11754/23691
ISSN
0278-4319
DOI
http://dx.doi.org/10.1016/j.ijhm.2014.10.002
Appears in Collections:
COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > TOURISM SCIENCE(관광학부) > Articles
Files in This Item:
There are no files associated with this item.
Export
RIS (EndNote)
XLS (Excel)
XML


qrcode

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.

BROWSE