The Hunt for Online Hotel Deals: How Online Travelers’ Cognition and Affection Influence Their Booking Intentions

Hsiangting Shatina Chen, Kelly Virginia Phelan, Hyo Jung (Julie) Chang

Research output: Contribution to journalArticle

5 Scopus citations

Abstract

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.

Original languageEnglish
Pages (from-to)333-350
Number of pages18
JournalJournal of Quality Assurance in Hospitality and Tourism
Volume17
Issue number3
DOIs
StatePublished - Jul 2 2016

Keywords

  • Deal-proneness
  • hotel bookings
  • online travel websites
  • the cognitive-affective-conative approach

Fingerprint Dive into the research topics of 'The Hunt for Online Hotel Deals: How Online Travelers’ Cognition and Affection Influence Their Booking Intentions'. Together they form a unique fingerprint.

  • Cite this