Original paper
Online Travel Agency Price Presentation: Examining the Influence of Price Dispersion on Travelers’ Hotel Preference
Abstract
This research investigates the impact of different degrees of price dispersion on travelers’ hotel choice. More specifically, within an online travel agency (OTA) context, we examine the effect of wide (vs. narrow) price dispersion on hotel preference. In addition, we suggest two boundary conditions for this effect: salience of external regular price and perception of destination uncertainty. Across multiple studies, our results show that...
Paper Details
Title
Online Travel Agency Price Presentation: Examining the Influence of Price Dispersion on Travelers’ Hotel Preference
Published Date
Jun 28, 2019
Journal
Volume
59
Issue
4
Pages
704 - 721
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Notes
History