The moderating effect of information, familiarity and reference type on hotel pricing policies : the case of Chinese customers

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The moderating effect of information, familiarity and reference type on hotel pricing policies : the case of Chinese customers

 

Author: Lau, Kit-sun
Title: The moderating effect of information, familiarity and reference type on hotel pricing policies : the case of Chinese customers
Degree: M.Sc.
Year: 2011
Subject: Hotels -- Rates.
Tourists -- China.
Hospitality industry -- Management.
Revenue management.
Hong Kong Polytechnic University -- Dissertations
Department: School of Hotel and Tourism Management
Pages: viii, 79 leaves : ill. ; 30 cm.
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b2458054
URI: http://theses.lib.polyu.edu.hk/handle/200/6543
Abstract: Although revenue management improves the profitability of hotel industry, Chinese tourists are seldom exposed to revenue management. At the same time, tourists from China are becoming a more and more important tourism market worldwide. Therefore, it is reasonable to test how familiarity with various rate fences, information provided and reference prices affect Chinese customers' fairness perception. There are two steps in this study. Step 1 determined the rate fences that Chinese customers are most familiar with and least familiar. Step 1 collected 120 questionnaires. After testing, weekday/weekend was found to be the most familiar rate fence while flexibility of the booking was identified as the least familiar one. Step 2 tested how familiarity, infonnation and reference price affect Chinese customers' fairness perception. A total number of 256 questionnaires were collected. The results show that reference type does not have significant impact on Chinese customers' fairness perception. Although information and familiarity moderate Chinese customer' fairness perception, information has a stronger impact on fairness perception than familiarity. As a main finding, the study suggests hotels to apply existing pricing policies rather than creating new policies to attract Chinese travelers.

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