Award Date


Degree Type


Degree Name

Doctor of Philosophy (PhD)


William F. Harrah College of Hospitality

First Committee Member

Amanda Belarmino

Second Committee Member

Ozgur Ozdemir

Third Committee Member

Seyhmus Baloglu

Fourth Committee Member

Alice Corkill


This dissertation examined customers’ willingness to pay for all-inclusive resorts using choice theory, the theory of bundling, and prospect theory. This dissertation also contributed to the current research by determining (a) the attributes that affect customers’ willingness to pay for an all-inclusive resort and (b) whether a reference price will affect customers’ willingness to pay. We also take into account the effect of the COVID-19 pandemic on customers and whether the pandemic will influence customers’ purchase behavior at this particular time. The choice-based conjoint analysis results showed that all eleven attributes—price, hotel star rating, type of room, location, food options, beverage options, local food, beverage brand, off-property activities, wellness services, and private beach access—have a significant impact on customers’ willingness to pay. Price was the most influential attribute in all-inclusive resort selection (37.49%) of importance, followed by location (13.49%), hotel star rating (10.09%), off-property activities (6.44%), food options (6.35%), type of room (5.38%), beverage options (5.16%), wellness services (5.04%), private beach access (5.04%), beverage brand (2.90%), and local food (2.61%). Internal reference price does not have a significant impact on customers’ willingness to pay. Employment status, household income, and perceived risk levels varied significantly between the groups.


economic theory of bundling; internal reference price; prospect theory; rational choice theory; revenue management


Behavior and Behavior Mechanisms

File Format


File Size

1267 KB

Degree Grantor

University of Nevada, Las Vegas




IN COPYRIGHT. For more information about this rights statement, please visit