Length of stay control: Is it a fair inventory management strategy in hotel market?
-
-
[1] University of Houston
University of Houston
Estados Unidos
-
[2] University of South Carolina
University of South Carolina
Estados Unidos
-
[3] University of Massachusetts Amherst
University of Massachusetts Amherst
Town of Amherst, Estados Unidos
-
- Localización: Tourism economics: the business and finance of tourism and recreation, ISSN 1354-8166, Vol. 27, Nº. Extra 2, 2021 (Ejemplar dedicado a: The Economics of Revenue Management in Hospitality and Tourism), págs. 307-327
- Idioma: inglés
- Texto completo no disponible (Saber más ...)
-
Resumen
According to past revenue management (RM) research, length of stay control (LOSC) plays asignificant role in building effective RM systems and increasing revenues in the hotel industry. WhileLOSC has been widely implemented in the hotel’s online booking systems, little attention has beenpaid to this important non-pricing RM practices. Thus, the current study aims to provide a holisticview of customers’ perceptions toward hotel’s LOSC practice. In particular, this study (1) inves-tigates the impact of LOSC practice on customers’ perceived fairness and subsequent behaviorsand (2) tests the moderating role of customers’ membership status on perceived fairness. Abetween-subjects factorial design and partial least squares structural equation modeling (SEM)analysis were employed to test the structured relationships. Research findings demonstrate thatcustomers perceive LOSC as unfair, such poor fairness perceptions leading to negative word-of-mouth and a decrease in willingness to book. Hotels’ loyalty program members are likely toperceive LOSC as much more unfair than those who are not. The current study is the first study toreveal the critical roles of hotels’ LOSC practice and loyalty membership on customers’ perceivedfairness and subsequent behavior intentions.
