Award Date

8-1-2018

Degree Type

Thesis

Degree Name

Master of Science (MS)

Department

Hospitality Management

First Committee Member

Toni Repetti

Second Committee Member

Mehmet Erdem

Third Committee Member

Tony Henthrorne

Fourth Committee Member

Mei Yang

Number of Pages

118

Abstract

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.

Keywords

Dynamic pricing; Marketing; Revenue management

Disciplines

Business Administration, Management, and Operations | Marketing | Sociology

Language

English


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