Do luxury room amenities affect guests' willingness to pay?

Heo, Cindy Yoonjoung (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland) ; Hyun, Sunghyup Sean (School of Tourism, Hanyang University)

Intangible services have fewer cues to enable consumer evaluation compared to physical goods. Cues are therefore particularly important for highly intangible services, since they provide tangible evidence of quality. This study explores whether luxury brand room amenities can be used as cues for customers to evaluate a hotel. This study attempts to identify what items and amenities guests find most/least useful and to examine whether luxury brand room amenities can enhance customers’ evaluation of a hotel and increase willingness to pay based on positivity bias. Wi-Fi was regarded as the most useful hotel amenity, while telephone was regarded as the least useful amenity. This study found customers willingness to pay is affected by providing luxury brand room amenities. When luxury amenities were placed in the room, customers’ estimation of the room rate and their willingness to pay for it both increased. Moreover, about two out of five expressed a willingness to pay extra for an upgrade to access luxury brand room amenities. The findings of this study provide important implications for hotel practitioners.


Mots-clés:
Type d'article:
scientifique
Faculté:
Economie et Services
Ecole:
EHL Ecole hôtelière de Lausanne
Classification:
Économie/gestion
Date:
2015
Publié dans
International journal of hospitality management
Numérotation (vol. no.):
April 2015, vol. 46, pp. 161-168
DOI:
ISSN:
0278-4319
Le document apparaît dans:

Note Le statut de cette notice est : non diffusé

Note: The status of this file is: restricted


 Notice créée le 2015-10-13, modifiée le 2018-08-31

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