Travel Reference
In-Depth Information
2.3
Emotional response
The variation in the hotel room rate regardless
of any channel will creates the negative effect on
fairness. Previous studies have shown that price
fairness perception is much related to customers'
emotions (Lii & Sy, 2009; O'Neill & Lambert,
2001; Xia et al., 2004). As stated by Demirciftci
et al. (2010) that the differences in the price across
various channels had created the feeling of disap-
pointment, being cheated and at the same time stir
up the unfairness perceptions to the customers.
As a result, the unfairness perceptions will initi-
ate various negative emotions (Xia et al., 2004).
In addition, Lii and Sy (2009) had suggested that
price fairness perceptions influence emotional
response in a direct manner. The same authors
also further elaborated that when customers rated
the price fairness perception as fair, their emo-
tional responses were also portrayed positive reac-
tions (such as joy and satisfaction) and vice versa.
These outcomes were also found to be in line with
Namkung and Jang (2010) together with Chung
and Petrick (2012), in which, when the customers
believed that they have paid a fair price, they were
likely to feel more positive than negative emotions.
Therefore, it can be said that the perceptions of
price fairness will exhibit a direct relationship with
customers' emotional response.
REFERENCES
Ahmat, N.H.C., Radzi, S.M., Zahari, M.S.M., Muham-
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Demirciftci, T., Cobanoglu, C., Beldona, S. & Cummings,
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3 CONCLUSION
As stated in the review of literature, this study
intends to enlighten the area, in which is still not
being discovered by the previous researchers.
Hotels basically relies on the selling of their rooms
other than the food and beverage itself. Due to the
advancement of technology, hotels have been pro-
moting their room rates for the customers to make
a direct reservation through their websites. At
the same time, hotels opt to promote their room
and rates through the use of their indirect chan-
nels. The previous studies have shown that the rate
disparity occurs across the channels, thus this will
affect the evaluation of price fairness from the
customers.
Generally, when the issue of price fairness
emerges, it will evoke the emotional response of
the customers. To date, as far as this study is con-
cerned, there were no studies that had viewed the
price offered by the direct and indirect channels
via online method in relation to customers price
fairness perceptions and their emotional responses.
Therefore, it is hopeful that this conceptual paper
will contribute to the body of knowledge in the
hotel industry, especially in identifying the fairness
aspect and the customers' emotional responses.
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1
gradconf_hospitality
Law, R., Chan, I. & Goh, C. (2007). Where to find the
lowest hotel room rates on the internet? The case of
Hong Kong.
International Journal of Contemporary
Hospitality Management, 19
(6), 495-506.
Lee, H.A., Denizci Guillet, B. & Law, R. (2012). An
Examination of the Relationship between Online
Travel Agents and Hotels: A Case Study of Choice
Hotels International and Expedia.com.
Cornell Hos-
pitality Quarterly, 54
(1), 95-107.
Lii, Y.-s. & Sy, E. (2009). Internet differential pricing:
Effects on consumer price perception, emotions, and
behavioral responses.
Computers in Human Behavior,
25
(3), 770-777.
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