Unveiling customer choice with salience theory: The link between room price and breakfast demand

IF 9.9 1区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM International Journal of Hospitality Management Pub Date : 2024-10-20 DOI:10.1016/j.ijhm.2024.103968
Oriol Anguera-Torrell , Juan Luis Nicolau
{"title":"Unveiling customer choice with salience theory: The link between room price and breakfast demand","authors":"Oriol Anguera-Torrell ,&nbsp;Juan Luis Nicolau","doi":"10.1016/j.ijhm.2024.103968","DOIUrl":null,"url":null,"abstract":"<div><div>Salience theory posits that decision-makers pay more attention to the most outstanding—salient—attributes of available options, ultimately impacting decision-makers’ choices. This study proposes extending this theory to the decision of adding an extra component to a product, with special significance for the hospitality industry. Hotels tend to charge a fixed amount to add breakfast to a reservation. Drawing on the salience theory, we show that this constant surcharge makes the demand for breakfast-included rooms dependent on the room’s price. The empirical application conducted on a sample of over 22,000 reservations supports the predictions that the probability of selling breakfast-included rooms rises (1) after a room price increase and (2) less so if consumers do not anticipate the price hike. Beyond the critical theoretical extension, this paper brings relevant managerial implications for dynamic pricing strategies for breakfast, which, in turn, may become a game changer for hotel revenue management strategies.</div></div>","PeriodicalId":48444,"journal":{"name":"International Journal of Hospitality Management","volume":null,"pages":null},"PeriodicalIF":9.9000,"publicationDate":"2024-10-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Hospitality Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0278431924002809","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 0

Abstract

Salience theory posits that decision-makers pay more attention to the most outstanding—salient—attributes of available options, ultimately impacting decision-makers’ choices. This study proposes extending this theory to the decision of adding an extra component to a product, with special significance for the hospitality industry. Hotels tend to charge a fixed amount to add breakfast to a reservation. Drawing on the salience theory, we show that this constant surcharge makes the demand for breakfast-included rooms dependent on the room’s price. The empirical application conducted on a sample of over 22,000 reservations supports the predictions that the probability of selling breakfast-included rooms rises (1) after a room price increase and (2) less so if consumers do not anticipate the price hike. Beyond the critical theoretical extension, this paper brings relevant managerial implications for dynamic pricing strategies for breakfast, which, in turn, may become a game changer for hotel revenue management strategies.
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
用显著性理论揭示顾客的选择:客房价格与早餐需求之间的联系
显著性理论认为,决策者会更多地关注可选方案中最突出、最敏感的属性,并最终影响决策者的选择。本研究建议将这一理论推广到为产品增加额外组成部分的决策中,这对酒店业具有特殊意义。酒店在预订时往往会收取固定的早餐费用。借鉴显著性理论,我们表明,这种固定的附加费用使得对包含早餐的客房的需求取决于客房的价格。在超过 22,000 份预订样本中进行的实证应用证实了以下预测:(1)在客房价格上涨后,销售含早餐客房的概率会上升;(2)如果消费者没有预期到价格上涨,则上升的概率会降低。除了重要的理论延伸外,本文还为早餐的动态定价策略带来了相关的管理启示,这反过来又可能改变酒店收益管理策略的游戏规则。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 去求助
来源期刊
International Journal of Hospitality Management
International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
21.20
自引率
9.40%
发文量
218
审稿时长
85 days
期刊介绍: The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.
期刊最新文献
Minimizing hotel employees’ negative responses to adverse change practices: The application of attribution theory Exploring MCI and TPB in the context of self-driving robot food delivery services: A cross-national study Attributes of satisfaction and dissatisfaction with online travel experiences in peer-to-peer platforms B&B host work-life balance and customer online self- disclosure: A cross-level mediation effect of work vigor A study of employee attitudes towards AI, its effect on sustainable development goals and non-financial performance in independent hotels
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1