Abstract
ABSTRACT Built upon the compensatory decision-making model and anchor effect from the prospect theory, the current research examines the interactive effects of sales promotion and rating disadvantage on the intention to choose a low-rating hotel over a high-rating hotel. A 4 (sales promotions: control vs. monetary vs. non-monetary vs. combined) by 2 (rating disadvantage: small vs. big) scenario experiment was conducted to investigate participants’ hotel choice intentions. Two-way ANCOVA results suggest that respondents’ intention to choose the lower-rating hotel increases when it has a small rating disadvantage and provides a combined promotion (i.e. discount + free gift).
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 callDisclaimer: 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.
