The Fairness of Pricing Tactics for Hotels: Perceptions of Romanian Customers
This study focuses on analysing the perceptions of pricing tactics the hotels from Romania use, and also on the degree of influence these perceptions have on buying intentions. Given the importance of perceived fairness, it is essential to understand the major factors that influence customers’ pe...
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| Format: | Article |
| Language: | English |
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Editura ASE
2018-11-01
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| Series: | Amfiteatru Economic |
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| Online Access: | http://www.amfiteatrueconomic.ro/temp/Article_2773.pdf |
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| author | Claudia-Elena Țuclea Diana Maria Vrânceanu Carmen-Eugenia Năstase |
| author_facet | Claudia-Elena Țuclea Diana Maria Vrânceanu Carmen-Eugenia Năstase |
| author_sort | Claudia-Elena Țuclea |
| collection | DOAJ |
| description | This study focuses on analysing the perceptions of pricing tactics the hotels from Romania
use, and also on the degree of influence these perceptions have on buying intentions. Given
the importance of perceived fairness, it is essential to understand the major factors that
influence customers’ perception of the fairness of prices set by revenue management methods.
A nationwide survey was conducted to identify the perception of fairness of the price setting
methods, the perception of price fairness in relation to certain factors of influence, the
perceived fairness of different pricing tactics, and the evaluation of price fairness for the latest
experience in a hotel and the influence on the purchasing intentions. Structural equation
modelling was used to assess the influence of distributive and procedural fairness on the
perceived value and the buying intentions. The resulting model essentially shows that tourists
who perceive a price as fair are inclined to consider the method used to set that price as correct.
The main findings regarding revenue management-type approaches emphasize that the
price setting method oriented on competition is considered the fairest method for setting
prices. Most survey participants believe that the most frequent situation of unfair price is
found in accommodation services. Among the unfair pricing tactics are, on the one hand the
difference of prices based on the nationality of the customers (higher prices for tourists
from abroad) and, on the other hand, the 9-ending prices. Offering lower prices for longer
periods and for larger groups represents the fairest pricing tactics that hotels can use. The
manners in which Romanian customers use to rate price fairness for hotel services mainly
relies on the comparison of the current price to a previous one, and on their own belief of
what fair price should be. The managerial implication of this study is linked to the setting
prices decisions in order to be perceived as fair prices/tariffs |
| format | Article |
| id | doaj-art-25e100a248ed4d9e88a2c44cb13c82ab |
| institution | OA Journals |
| issn | 1582-9146 2247-9104 |
| language | English |
| publishDate | 2018-11-01 |
| publisher | Editura ASE |
| record_format | Article |
| series | Amfiteatru Economic |
| spelling | doaj-art-25e100a248ed4d9e88a2c44cb13c82ab2025-08-20T01:58:48ZengEditura ASEAmfiteatru Economic1582-91462247-91042018-11-0120Special Issue 1290591910.24818/EA/2018/S12/905The Fairness of Pricing Tactics for Hotels: Perceptions of Romanian CustomersClaudia-Elena Țuclea0Diana Maria Vrânceanu 1Carmen-Eugenia Năstase2The Bucharest University of Economic Studies, RomaniaThe Bucharest University of Economic Studies, RomaniaȘtefan cel Mare University, Suceava, RomaniaThis study focuses on analysing the perceptions of pricing tactics the hotels from Romania use, and also on the degree of influence these perceptions have on buying intentions. Given the importance of perceived fairness, it is essential to understand the major factors that influence customers’ perception of the fairness of prices set by revenue management methods. A nationwide survey was conducted to identify the perception of fairness of the price setting methods, the perception of price fairness in relation to certain factors of influence, the perceived fairness of different pricing tactics, and the evaluation of price fairness for the latest experience in a hotel and the influence on the purchasing intentions. Structural equation modelling was used to assess the influence of distributive and procedural fairness on the perceived value and the buying intentions. The resulting model essentially shows that tourists who perceive a price as fair are inclined to consider the method used to set that price as correct. The main findings regarding revenue management-type approaches emphasize that the price setting method oriented on competition is considered the fairest method for setting prices. Most survey participants believe that the most frequent situation of unfair price is found in accommodation services. Among the unfair pricing tactics are, on the one hand the difference of prices based on the nationality of the customers (higher prices for tourists from abroad) and, on the other hand, the 9-ending prices. Offering lower prices for longer periods and for larger groups represents the fairest pricing tactics that hotels can use. The manners in which Romanian customers use to rate price fairness for hotel services mainly relies on the comparison of the current price to a previous one, and on their own belief of what fair price should be. The managerial implication of this study is linked to the setting prices decisions in order to be perceived as fair prices/tariffshttp://www.amfiteatrueconomic.ro/temp/Article_2773.pdfprice/tariffs fairnesshotel servicespricing tacticsrevenue managementRomaniaprice setting methodprice comparison |
| spellingShingle | Claudia-Elena Țuclea Diana Maria Vrânceanu Carmen-Eugenia Năstase The Fairness of Pricing Tactics for Hotels: Perceptions of Romanian Customers Amfiteatru Economic price/tariffs fairness hotel services pricing tactics revenue management Romania price setting method price comparison |
| title | The Fairness of Pricing Tactics for Hotels: Perceptions of Romanian Customers |
| title_full | The Fairness of Pricing Tactics for Hotels: Perceptions of Romanian Customers |
| title_fullStr | The Fairness of Pricing Tactics for Hotels: Perceptions of Romanian Customers |
| title_full_unstemmed | The Fairness of Pricing Tactics for Hotels: Perceptions of Romanian Customers |
| title_short | The Fairness of Pricing Tactics for Hotels: Perceptions of Romanian Customers |
| title_sort | fairness of pricing tactics for hotels perceptions of romanian customers |
| topic | price/tariffs fairness hotel services pricing tactics revenue management Romania price setting method price comparison |
| url | http://www.amfiteatrueconomic.ro/temp/Article_2773.pdf |
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