The Fairness of Pricing Tactics for Hotels: Perceptions of Romanian Customers

Claudia-Elena Suclea,Diana Maria Vrģnceanu,Carmen-Eugenia Nastase

doi:10.24818/ea/2018/s12/905

Abstract

This study captures the new context of contemporary tourism activity developing within the emergence of geopolitical risks. Tourism, an expression of freedom, has become more and more conditioned by geopolitics, thus by power manifestation in the sense of freedom being limited. Therefore, this study is an exploratory analysis meant to identify the impact of geopolitical risks on tourism activities.

Highlights

The price has been accepted on a large scale as an important marketing factor that influences the consumers’ behaviour
The H3 hypothesis is accepted in part, with significant differences in perception between the competition-oriented method and the other two methods; the latter are perceived by customers as roughly the same in terms of fairness
The perception of hotel price fairness is of particular importance in the decision-making domain, being a defining component in the formation of the value perceived by the clients, in the manifestation of the purchasing intentions and in the evaluation of the satisfaction after the purchase of such services

Summary

Introduction

The price has been accepted on a large scale as an important marketing factor that influences the consumers’ behaviour. Campbell (1999) viewed price fairness as a key factor that influences the image of the brand, and the price that is perceived as being unfair may lead to negative “word of mouth” advertising and to a reorientation towards another vendor. This fact becomes even more important in the context of the present paper as, based on a research conducted by GFK Romania, more than a half (57%) of the satisfied Romanians express their satisfaction with the use of a product or service in discussions with others, while 42% out of the dissatisfied clients show their discontent (Wall – Street, 2011). This fact becomes even more important in the context of the present paper as, based on a research conducted by GFK Romania, more than a half (57%) of the satisfied Romanians express their satisfaction with the use of a product or service in discussions with others, while 42% out of the dissatisfied clients show their discontent (Wall – Street, 2011). Rothenberger (2015) discovered that the clients’ perception regarding the unfair prices has negative effects, such as: a higher degree of dissatisfaction, lower levels of repeat purchase behaviour, negative “word of mouth” advertising, as well as a high number of complaints from the clients

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