Influence of Scarcity on Travel Decisions and Cognitive Dissonance
Document Type
Article
Publication Date
2-2-2020
Publication Title
Asia Pacific Journal of Tourism Research
First page number:
1
Last page number:
15
Abstract
Online travel agencies advertise limited availability by indicating room inventories and the number of other travelers. This research investigates the effect of limited availability using supply and demand-based scarcity with price promotion on traveler decisions and cognitive dissonance. Two experimental approaches (between and within subjects) examine the causal effects of scarcity. Demand-based scarcity decreases booking decisions while supply-based scarcity increases booking decisions, especially at a discounted price in a within-subjects design. Scarcity produces cognitive dissonance and intention to undo the decisions. For effective applications, scarcity messages should be transparent, and include non-scarce options for comparison. Multiple scarcity messages minimize undo-intentions.
Keywords
Scarcity; Supply-Based Scarcity; Demand-Based Scarcity; Booking Decision; Tourist Decision Making; Cognitive Dissonance; Dissonance Reduction; Experiment; Between-Subject; Within-Subject
Disciplines
Business | Hospitality Administration and Management
Language
English
Repository Citation
Kim, E.,
Choi, C.,
Tanford, S.
(2020).
Influence of Scarcity on Travel Decisions and Cognitive Dissonance.
Asia Pacific Journal of Tourism Research
1-15.
http://dx.doi.org/10.1080/10941665.2020.1720258
