Document Type

Article

Publication Date

8-24-2020

Publication Title

Journal of Revenue and Pricing Management

Volume

19

Issue

4

First page number:

1

Last page number:

10

Abstract

When guests book a hotel room, user-generated content (UGC) has a significant impact on willingness-to-pay. Prior to advent of the internet, however, guidebooks and travel magazines were resources for guest information. The current study conducted a choice-based conjoint analysis survey of 803 US travelers to examine the current impact of travel magazines on hotel guests’ willingness-to-pay. The participants were given a scenario in which they choose a hotel for beach vacation with the variables of pool, location, star rating, number of online reviews, and inclusion in a “best of” list. This study found that while the number of online reviews and star rating did have a statistically significant impact on willingness-to-pay, inclusion in a “best of” list did not. For researchers, the current study expands the research in UGC, travel magazines, and willingness-to-pay. For hoteliers, this paper quantified the impact of number of reviews and star rating on guest willingness-to-pay.

Keywords

Online Reviews; Travel Magazines; Willingness-To-Pay; Choice-Based Conjoint Analyses

Disciplines

Business | Hospitality Administration and Management

File Format

pdf

File Size

187 KB

Language

English

Comments

Tables indicated in full text are included as additional material.

Rights

IN COPYRIGHT. For more information about this rights statement, please visit http://rightsstatements.org/vocab/InC/1.0/

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