Abstract
ABSTRACTPurchasing conditional upgrade is an impulsive buying behavior because hotel guests make unplanned purchases triggered by various stimuli. Therefore, this study identifies hotel guests’ impulsive buying behavior of the conditional upgrade by applying the stimulus-organism-response model. The results suggest that hotels should offer conditional upgrade promotions at a discounted price for a limited-time with visually appealing messages to increase their guests’ purchase intention, which is triggered by their positive feelings about the purchase. These findings enrich the extant knowledge on understanding consumers’ impulsive buying behavior on conditional upgrade, which is relatively a new concept in the lodging industry.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Journal of Quality Assurance in Hospitality & Tourism
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
