Banerjee, Snehasish orcid.org/0000-0001-6355-0470 and Pal, Anjan orcid.org/0000-0001-7203-7126 (2020) Luxury Hotel Booking and Scarcity Messages:Does Online Purchase Behavior Matter? In: 2020 6th International Conference on Information Management (ICIM). International Conference on Information Management, 27-29 Mar 2020 , GBR , pp. 101-105.
Abstract
Hotel booking websites commonly use scarcity messages to sell hotels’ vacant room inventory. However, the effects of these messages on consumers’ booking intention still remain unclear. Focusing specifically on luxury hotels, this paper seeks to address three research questions: (1) How do limited-quantity scarcity messages (e.g., “20% discount – Only 1 room left”) differ from limited-time scarcity messages (e.g., “20% discount – Only 1 day left”) in affecting consumers’ luxury hotel booking intention? (2) How do frequent online purchasers differ from occasional online purchasers in their luxury hotel booking intention in response to scarcity messages? (3) Is there an interaction effect between scarcity message format (limited-quantity vs. limited-time) and online purchase frequency (frequent vs. occasional) on consumers’ luxury hotel booking intention? Data came from 96 participants who took part in an online experiment. Results indicate that limited-time scarcity messages induced higher booking intention compared with limited-quantity scarcity messages. Moreover, frequent online purchasers exhibited higher booking intention compared with occasional purchasers. However, the interaction was non-significant. The findings have implications for luxury hotel managers, hotel booking websites, and online consumers. While frequent purchasers getting influenced by scarcity messages is a good sign for marketers, the paper serves to remind the consumers not to become shopaholic in terms of their online buying behavior.
Metadata
Item Type: | Proceedings Paper |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © IEEE 2020. This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy. Further copying may not be permitted; contact the publisher for details |
Keywords: | E-tourism,hotel booking,luxury consumption,luxury hotel,online shopping,scarcity message |
Dates: |
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Institution: | The University of York |
Academic Units: | The University of York > Faculty of Social Sciences (York) > The York Management School |
Depositing User: | Pure (York) |
Date Deposited: | 26 Jan 2022 10:20 |
Last Modified: | 29 Dec 2024 00:19 |
Published Version: | https://doi.org/10.1109/ICIM49319.2020.244678 |
Status: | Published |
Identification Number: | 10.1109/ICIM49319.2020.244678 |
Related URLs: | |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:182945 |
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