Scarcity messaging is frequently employed by travel marketers to drive consumer conversion rate in the online sales environment. This study examines the effects of two types of scarcity messages, unit and option scarcity, on consumer booking intentions and explores the role of booking lead time on the scarcity messaging-booking intentions relationship in the context of the purchase of hotel accommodation. Findings suggest that when booking lead-time is long, unit scarcity messages will be more effective than option scarcity messages in influencing booking intentions as they are perceived as more credible, and induce higher perceptions of a sellout risk. When booking lead-time is short, consumers perceive no differences in the credibility of unit and option scarcity messages: both are equally effective in driving booking intentions. This research provides marketers with guidance on how and when to leverage scarcity appeals to drive consumer conversion rate.
All Science Journal Classification (ASJC) codes
- Tourism, Leisure and Hospitality Management
- Strategy and Management