The Role Demographics Have on Customer Involvement in Obtaining a Hotel Discount and Implications for Hotel Revenue Management Strategy

Keywords

price promotion, demographics, revenue management, customer involvement

Abstract

This study attempted to focus attention back on identifying consumers based on certain demographics. The purpose of this study was to examine the role of gender, age, education, and income in influencing consumer’s level of involvement in obtaining a hotel discount. The results showed that females and consumers with less education tend to demonstrate higher involvement in obtaining a discount. There was not a significant difference between age groups, and younger consumers were found not statistically associated with higher levels of involvement. Interestingly, consumers with different incomes tended to respond comparably to discounts, unless consumers were very affluent. The findings are helpful for hotel management in designing discounts.

Publication Date

6-15-2012

Original Citation

Lee, Seung, Bai, B. & Murphy, K. S. (2012). An Exploratoratory Study Of The Role Of Demographics In Influencing Guest Involvement When Obtaining A Discount. Journal of Hospitality Marketing & Management. 21 (8): 569-588.

Number of Pages

569-588

Document Type

Paper

Language

English

Source Title

Journal of Hospitality Marketing and Management

Volume

21

Issue

5

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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