Master of Science in Hotel Administration
First Committee Member
Billy Bai, Chair
Second Committee Member
Third Committee Member
Fourth Committee Member
Number of Pages
While hotels come up with various discount strategies to attract consumers, especially during a recession, both hotels and consumers seem to favor dynamic pricing. Yet there are not enough studies available to reveal that dynamic pricing would positively impact consumers. Studies also indicated that price discounts give consumers not only monetary benefits but also positive emotional responses. The purpose of this study was to investigate how uniform pricing and dynamic pricing influence consumers' emotion and behavior, in the presence of low involvement and high involvement consumers. The results of study suggested that high involvement consumers responded more positively to dynamic pricing than uniform pricing. Moreover, younger and female consumers are more likely to be involved in obtaining a discount, and high involvement consumers showed more positive feelings, and were more likely to tell others and make repeat purchases from a discount as compared to low involvement consumers.
Consumer behavior; Consumer emotion; Consumers' preferences; Dynamic pricing; Hotels – Rates; Involvement; Markdowns; Price promotion; Special sales; Uniform pricing
Hospitality Administration and Management | Marketing
Lee, Seung H., "Impact of hotel discount strategies on consumers’ emotion and behavior in the presence of high and low involvement consumers" (2010). UNLV Theses, Dissertations, Professional Papers, and Capstones. 892.