Pricing in a social world: The influence of non-price information on hotel choice

Breffni M. Noone, Kelly A. McGuire

Research output: Contribution to journalArticlepeer-review

34 Scopus citations

Abstract

Effective pricing requires an understanding of how consumers use price and non-price information in purchase decisions. In this study we use discrete choice analysis to examine how hotel consumers trade off price and three sources of non-price information - user-generated content (UGC), UGC-derived ratings and brand name - during the choice process. Although all types of information had a significant effect on hotel choice, review valence emerged as the dominant choice driver. Further, a qualitative data analysis suggests that consumers integrate price with non-price information to assess value pre-purchase, and can be swayed to a higher price if non-price data suggest a superior experience. Implications for revenue management practitioners are discussed.

Original languageEnglish (US)
Pages (from-to)385-401
Number of pages17
JournalJournal of Revenue and Pricing Management
Volume12
Issue number5
DOIs
StatePublished - Sep 2013

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Finance
  • Economics and Econometrics
  • Strategy and Management

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