The purpose of this study was to investigate the factors that influence travelers’ decision-making process while searching and booking hotel deals. This study indicated that consumers’ cognition directly and significantly influenced their intent to book hotel deals. Although consumers’ affection did not have a positive and significant influence on booking intentions in general, consumers’ tendency toward being a market maven moderated the effect in consumers’ emotions of deal-searching. The findings suggested that hospitality marketers should develop promotional messages that are tailored to evoke consumers’ cognitive and affective states in terms of their tendency to be a market maven.
|Number of pages||18|
|Journal||Journal of Quality Assurance in Hospitality and Tourism|
|State||Published - Jul 2 2016|
- hotel bookings
- online travel websites
- the cognitive-affective-conative approach