Master of Science (MS)
First Committee Member
Second Committee Member
Third Committee Member
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Number of Pages
In this paper, the researcher explored the significant effect of multiple demographics, age, gender, marital status, and culture, on a customer’s perception of hotel room prices. The customer’s perception of hotel room rates was assessed by three variations, perceived value, perceived fairness, and willingness to pay. Descriptive statistics, MANOVA, and ANOVA were applied in this study. The results demonstrated that age, gender, and marital status had a significant impact on a customer’s perceived value; age, gender, and culture significantly influenced a customer’s perception of fairness; yet, none of these demographics had a significant impact on a customer’s willingness to pay. Ultimately, the researcher provided implications for future studies and practical suggestions for hotel dynamic pricing strategies.
Dynamic pricing; Marketing; Revenue management
Business Administration, Management, and Operations | Marketing | Sociology
Hong, Jinhua, "A Cross-cultural Investigation of the Relationship between Customer Demographics and Hotel Room Price Perception" (2018). UNLV Theses, Dissertations, Professional Papers, and Capstones. 3362.