Abstract
An exploration of cross-cultural differences in customers' fairness perceptions of hotel room pricing found that increasing the level of information improved fairness perceptions for respondents in both the United States and Korea. Overall, U.S. consumers seem to perceive variable pricing practices as more fair than do their Korean counterparts. The extent of pricing information offered appears to have a diverse influence across the two culture groups. While only full information had a positive effect on American consumers' fairness perceptions (i.e., what factors affected room rates and how those factors operate), limited information (i.e., just the knowledge that room rates vary and what factors affected room rates) was sufficient to improve fairness perceptions among Korean consumers. These findings have significant managerial implications for global hotel operators practicing revenue management across the two continents.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 27-35 |
| Number of pages | 9 |
| Journal | Cornell Hotel and Restaurant Administration Quarterly |
| Volume | 47 |
| Issue number | 1 |
| DOIs | |
| State | Published - Feb 1 2006 |
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All Science Journal Classification (ASJC) codes
- Tourism, Leisure and Hospitality Management
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The role of disclosure in variable hotel pricing : A cross-cultural comparison of customers' fairness perceptions. / Choi, Sunmee; Mattila, Anna S.
In: Cornell Hotel and Restaurant Administration Quarterly, Vol. 47, No. 1, 01.02.2006, p. 27-35.Research output: Contribution to journal › Article
TY - JOUR
T1 - The role of disclosure in variable hotel pricing
T2 - A cross-cultural comparison of customers' fairness perceptions
AU - Choi, Sunmee
AU - Mattila, Anna S.
PY - 2006/2/1
Y1 - 2006/2/1
N2 - An exploration of cross-cultural differences in customers' fairness perceptions of hotel room pricing found that increasing the level of information improved fairness perceptions for respondents in both the United States and Korea. Overall, U.S. consumers seem to perceive variable pricing practices as more fair than do their Korean counterparts. The extent of pricing information offered appears to have a diverse influence across the two culture groups. While only full information had a positive effect on American consumers' fairness perceptions (i.e., what factors affected room rates and how those factors operate), limited information (i.e., just the knowledge that room rates vary and what factors affected room rates) was sufficient to improve fairness perceptions among Korean consumers. These findings have significant managerial implications for global hotel operators practicing revenue management across the two continents.
AB - An exploration of cross-cultural differences in customers' fairness perceptions of hotel room pricing found that increasing the level of information improved fairness perceptions for respondents in both the United States and Korea. Overall, U.S. consumers seem to perceive variable pricing practices as more fair than do their Korean counterparts. The extent of pricing information offered appears to have a diverse influence across the two culture groups. While only full information had a positive effect on American consumers' fairness perceptions (i.e., what factors affected room rates and how those factors operate), limited information (i.e., just the knowledge that room rates vary and what factors affected room rates) was sufficient to improve fairness perceptions among Korean consumers. These findings have significant managerial implications for global hotel operators practicing revenue management across the two continents.
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UR - http://www.scopus.com/inward/citedby.url?scp=32044448474&partnerID=8YFLogxK
U2 - 10.1177/0010880405281681
DO - 10.1177/0010880405281681
M3 - Article
VL - 47
SP - 27
EP - 35
JO - Cornell Hospitality Quarterly
JF - Cornell Hospitality Quarterly
SN - 1938-9655
IS - 1
ER -