| 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 |
| 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. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| b24580545.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 2.78 MB | Adobe PDF | View/Open |
Copyright Undertaking
As a bona fide Library user, I declare that:
- I will abide by the rules and legal ordinances governing copyright regarding the use of the Database.
- I will use the Database for the purpose of my research or private study only and not for circulation or further reproduction or any other purpose.
- I agree to indemnify and hold the University harmless from and against any loss, damage, cost, liability or expenses arising from copyright infringement or unauthorized usage.
By downloading any item(s) listed above, you acknowledge that you have read and understood the copyright undertaking as stated above, and agree to be bound by all of its terms.
Please use this identifier to cite or link to this item:
https://theses.lib.polyu.edu.hk/handle/200/6543