One Night or Many? Effects of Amenity Charge Transparency on Consumer Reaction

Document Type

Article

Publication Title

Journal of Hospitality Marketing and Management

ISSN

1936-8623

Volume

25

Issue

8

DOI

10.1080/19368623.2016.1168334

First Page

1010

Last Page

1033

Publication Date

11-16-2016

Abstract

This research examines how different levels of amenity charge transparency in hotel services affect consumers’ prepurchase and postpurchase evaluations in low- and high-priced hotels. Results show that consumer responses to different levels of transparency of amenity pricing information on hotel websites vary from prepurchase to postpurchase across high- and low-priced hotels. Results support using a high amenity charge transparency strategy, especially for low-priced hotels. Managers should think beyond consumers’ immediate purchase decisions and consider consumer postpurchase reviews and future repeat purchases.

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