愿意在住宿场所支付溢价

IF 1.3 Q3 HOSPITALITY, LEISURE, SPORT & TOURISM Hospitality & Society Pub Date : 2019-09-22 DOI:10.1386/HOSP_00006_1
Marietta Fragkogianni
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引用次数: 6

摘要

虽然旅游研究经常涉及“愿意支付高价”的现象,但它对酒店行业作为旅游活动整体组成部分的品牌识别的相关倾向研究不足。这项研究调查了328名离开希腊雅典的度假者的看法。研究结果揭示了品牌认同的多个要素之间的关系,如品牌形象、价格和质量、归属感需求、独特性需求和对消费趋势的遵从。此外,他们还认为,品牌认知度越高,度假者支付高价的可能性就越小。本研究除了在理论和管理上有所贡献外,还提出了相关的启示和进一步研究的建议。
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Willingness to pay premium prices in accommodation establishments
Although tourism research often involves the phenomenon of ‘willingness to pay premium prices’, it has under-researched the relevant propensity with respect to brand identification in the hospitality sector as a component of tourism activity overall. This study examines the perceptions of 328 holidaymakers leaving Athens, Greece. The findings unveiled relationships between multiple elements of brand identity, such as brand image, price and quality, need for belonging, need for uniqueness and the conformity to consumption trend. Moreover, they suggest that the stronger the brand identification, the less likely holiday makers are to pay premium prices. In addition to its theoretical and managerial contribution, the research presents relevant implications and provides suggestions for further study.
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来源期刊
Hospitality & Society
Hospitality & Society HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
2.30
自引率
0.00%
发文量
13
期刊最新文献
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