The influence of price dispersion and price fairness in channel booking choices at trivago using star rating attribute: A survey research

Detalhes bibliográficos
Autor(a) principal: Barreiros, Cláudia Sofia de Sousa
Data de Publicação: 2021
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/130162
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
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spelling The influence of price dispersion and price fairness in channel booking choices at trivago using star rating attribute: A survey researchConsumer BehaviorPrice DispersionPrice FairnessPerceived ValueQuality ValueStar RatingOnline Travel AgenciesHotel/Hospitality IndustryConsumer Booking ChoicesDissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceOne of the most important elements of marketing is to understand consumer behavior. Consumer behavior can be influenced by extrinsic cues, namely the variable price, and it is from the interest of companies that the manipulation of those elements can contribute to better management and sales efficiency. Price is a primary factor in consumer purchase decisions, and with Internet proliferation, specifically for the hospitality/hotel industry, the consumer has more access to different prices for the same goods, changing its decision process and the price strategies performed by the companies. Price dispersion is one the results of the massive predisposition of goods in the online marketplaces and it is affecting companies as their products and services are sold through different e-tailers and sometimes at lower prices. Regarding the hospitality industry, there exist online platforms, such as metasearch engines and consequently Online Travel Agencies (OTAs) that ease the price comparison process for the consumer as he can compare different prices for the same hotel room. This investigation, which is answering a call for research of Kim's et al. (2019) study, aims to provide extension research to previous studies of price dispersion range (wide price dispersion and narrow price dispersion), price fairness, and perceived value, particularly its dimension of quality value. Regarding quality value, it was decided to measure it through the star rating hotel classification in the platform Trivago. To conduct this study was developed a survey, targeting Portuguese people that purchased at least once through travel metasearch engines or OTAs. The data analysis was conducted in SPSS through questionnaires’ results with the manipulation of variables. The results demonstrate that Portuguese consumers tend to prefer the hotel with wide price dispersion in the presence of the star rating feature. Thus, the feature star rating instigates the choice for the cheapest options. Although when choosing the wide price dispersion option they tend to choose the cheapest option, when consumers choose the narrow price dispersion option they tend to go with the more expensive offer. Thereby, it was concluded that the more the consumer feels that the offer is fairer to them, the more he will tend to choose the cheapest offer. These conclusions ideally will help the hotel industry in general and “opens new doors” for future studies. It also intends to add value to market researchers and hoteliers in their understanding of consumer behavior and in finding other ways to attract the consumer.Rita, Paulo Miguel Rasquinho FerreiraRamos, Ricardo Filipe CarreiraRUNBarreiros, Cláudia Sofia de Sousa2021-11-242024-11-24T00:00:00Z2021-11-24T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/130162TID:202829278enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:08:54Zoai:run.unl.pt:10362/130162Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:46:42.213817Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The influence of price dispersion and price fairness in channel booking choices at trivago using star rating attribute: A survey research
title The influence of price dispersion and price fairness in channel booking choices at trivago using star rating attribute: A survey research
spellingShingle The influence of price dispersion and price fairness in channel booking choices at trivago using star rating attribute: A survey research
Barreiros, Cláudia Sofia de Sousa
Consumer Behavior
Price Dispersion
Price Fairness
Perceived Value
Quality Value
Star Rating
Online Travel Agencies
Hotel/Hospitality Industry
Consumer Booking Choices
title_short The influence of price dispersion and price fairness in channel booking choices at trivago using star rating attribute: A survey research
title_full The influence of price dispersion and price fairness in channel booking choices at trivago using star rating attribute: A survey research
title_fullStr The influence of price dispersion and price fairness in channel booking choices at trivago using star rating attribute: A survey research
title_full_unstemmed The influence of price dispersion and price fairness in channel booking choices at trivago using star rating attribute: A survey research
title_sort The influence of price dispersion and price fairness in channel booking choices at trivago using star rating attribute: A survey research
author Barreiros, Cláudia Sofia de Sousa
author_facet Barreiros, Cláudia Sofia de Sousa
author_role author
dc.contributor.none.fl_str_mv Rita, Paulo Miguel Rasquinho Ferreira
Ramos, Ricardo Filipe Carreira
RUN
dc.contributor.author.fl_str_mv Barreiros, Cláudia Sofia de Sousa
dc.subject.por.fl_str_mv Consumer Behavior
Price Dispersion
Price Fairness
Perceived Value
Quality Value
Star Rating
Online Travel Agencies
Hotel/Hospitality Industry
Consumer Booking Choices
topic Consumer Behavior
Price Dispersion
Price Fairness
Perceived Value
Quality Value
Star Rating
Online Travel Agencies
Hotel/Hospitality Industry
Consumer Booking Choices
description Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
publishDate 2021
dc.date.none.fl_str_mv 2021-11-24
2021-11-24T00:00:00Z
2024-11-24T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/130162
TID:202829278
url http://hdl.handle.net/10362/130162
identifier_str_mv TID:202829278
dc.language.iso.fl_str_mv eng
language eng
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dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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