Download pdf
A Study on the Influence of Dynamic Pricing of High-end Hotels on Consumers' Mood and Attitude
- 1 City University of Macau
* Author to whom correspondence should be addressed.
Abstract
With the growth of online travel platforms, hotel prices can be dynamically adjusted using systems considering macro (e.g., market demand, season) and micro (e.g., environment, reviews) factors that affect consumer attitudes. This study investigates the impact of hotel dynamic pricing on consumer sentiment and attitude via quantitative research and literature analysis. It collects online reviews of five-star hotels on OTA platforms for quantitative study to clarify the relationship between hotel pricing strategies and consumer emotions and attitudes. Focusing on consumers' emotional responses to dynamic pricing in the Internet context and analyzing them based on OTA reviews provides a novel perspective. By observing consumer feedback, it also aims to offer suggestions for improving hotel pricing strategies on online travel platforms, thereby enhancing user attitudes and the effectiveness of marketing and revenue management in the hospitality industry.
Keywords
Dynamic pricing, Hotels, Consumer sentiment and attitude, OTA platforms
[1]. Bagozzi R P , Gopinath M , Nyer P U . The role of emotions in marketing[J]. Journal of the Academy of Marketing Science, 1999, 27(2):184-206.
[2]. Bettman J R, Park C W. Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis[J]. Journal of Consumer Research, 1980,7(3):234- 248.
[3]. Bither S W , Howard J A , Sheth J N . The Theory of Buyer Behavior[J]. Journal of Marketing, 1971, 35(1):102.
[4]. Bolton L E , Alba J W . Price Fairness: Good and Service Differences and the Role of Vendor Costs [J]. Journal of Consumer Research, 2006, 33(2):258-265.
[5]. Fournier S, Mick D G. Rediscovering Satisfaction[J]. Journal of Marketing, 1999, 63(4):5-23.
[6]. Garbarino E , Maxwell S . Consumer response to norm-breaking pricing events in e-commerce[J]. Journal of Business Research, 2010, 63(9-10):1066-1072.
[7]. Haws K, Bearden W. Dynamic Pricing and Consumer Fairness Perceptions[J]. Journal of Consumer Research, 2006, 33(3):304-311.
[8]. N/A N . John A. Howard & Jagdish N. Sheth, The Theory of Buyer Behavior, Wiley, London, 1969, 458 s. , 1971.
[9]. Oliver R L. Satisfaction: A Behavioral Perspective on the Consumer. New York, NY: Irwin-McGraw- Hill, 1997.13.
[10]. Raju C , Narahari Y , Ravikumar K . Learning dynamic prices in electronic retail markets with customer segmentation[J]. Annals of Operations Research, 2006, 143:59-75.
[11]. Shaver P, Schwartz J, Kirson D, et al. Emotion knowledge: further exploration of a prototype approach[J]. Journal of Personality & Social Psychology, 1987, 52(6):1061-1086.
Cite this article
Yu,R. (2025). A Study on the Influence of Dynamic Pricing of High-end Hotels on Consumers' Mood and Attitude. Advances in Economics, Management and Political Sciences,171,50-57.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
Disclaimer/Publisher's Note
The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.
About volume
Volume title: Proceedings of the 3rd International Conference on Management Research and Economic Development
© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and
conditions of the Creative Commons Attribution (CC BY) license. Authors who
publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons
Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this
series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published
version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial
publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and
during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See
Open access policy for details).