Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/32873
Title: Globalization or localization of consumer preferences : the case of hotel room booking
Authors: Liu, W
Denizci Guillet, B 
Xiao, Q 
Law, R 
Keywords: Conjoint analysis
Globalization
Hotel room booking
Localization
Issue Date: 2014
Publisher: Pergamon Press
Source: Tourism management, 2014, v. 41, p. 148-157 How to cite?
Journal: Tourism management 
Abstract: The purpose of this study is to investigate potential differences in attitudes between Chinese and Western tourists towards various hotel room reservation policies. The study is meant to help the revenue managers of international hotel companies make informed choices on whether to pursue a globalized or a localized approach in the design of hotel room rates and rate restrictions. Three ranges of room prices and four types of rate restrictions are evaluated. The rate restriction policies considered are: a) rule type, b) advance requirement, c) refundability, and d) changes allowed. The results of customer surveys show that the Chinese and Western respondents do not express significantly different preferences concerning room rates, advance requirement, rule type, or refundability. They differ significantly only concerning the changes allowed policy. This result indicates that revenue managers of international hotel companies can take a globalized approach in designing rate restrictions. The identification of these customer preferences provides hotel revenue managers with empirical data on the attitudes of culturally diverse consumers, and this information can enable the design of hotel pricing policies that attract consumers in the global market.
URI: http://hdl.handle.net/10397/32873
ISSN: 0261-5177
EISSN: 1879-3193
DOI: 10.1016/j.tourman.2013.09.004
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