The influence of the price factor and the effectiveness of the price promotional tactics in the hotel sector
DOI:
https://doi.org/10.5585/podium.v9i4.14677Keywords:
Tourism, Hotel industry, Price strategies, Promotional tacticsAbstract
The main goal of this study is to analyze the influence of the price factor and to evaluate the effectiveness of the promotional tactics in the hotel sector. In this study, it was developed an online questionnaire assessing the reason and the number of nights per year in hotels, as well as the preference of the reservation (internet versus travel agency), offers and promotions in hotels. Moreover, it assessed how much tourists were willing to pay for a low-cost hotel and a luxury hotel, outlining a general perspective of the tourist profile. The sample consisted of 323 individuals. The results allow us to conclude that the attributes of the two categories of hotels and the selection criteria as well as the intention to purchase have significant importance in the amount to be paid and in the consumer preference/satisfaction.
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