인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2020.10
- 수록면
- 29 - 41 (13page)
- DOI
- 10.21298/IJTHR.2020.10.34.10.29
이용수
초록· 키워드
We face vast amounts of information and various decisions in modern society. Therefore, people are reluctant to explore information deeply and rely on heuristics for their own decision making. This method is also applied in the tourism and hospitality industry. Many OTAs have recently chosen revenue management tactics based on persuasive and empirical approaches. The purpose of this study is to understand the effect of scarcity messages, social proof evidence, and persuasion of the cancellation policy on deciding on hotel reservations using OTAs. Therefore, based on persuasive heuristic-system information processing theory, this study identified the factors and influences on the irrational decision-making process of consumers to provide insights. We conducted an ANOVA analysis based on information processing theory and persuasion theory based on two scenarios (scarcity message / no scarcity message) x 2 (social proof evidence / no social proof evidence) x 2 (free cancellation / no cancellation policy). As a result, respondents who were exposed to free cancellation policy banners and social clues showed higher perceived competitiveness and hotel booking intention than those who did not have a free cancellation policy, and less anticipated regret was expected. The results of this study are expected to provide theoretical and practical implications for effective revenue management and marketing communication in hotels and OTAs.
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목차
- Abstract
- Ⅰ. Introduction
- Ⅱ. Literature review
- Ⅲ. Methodology
- Ⅳ. Results
- V. Conclusion and implications
- References
참고문헌
참고문헌 신청최근 본 자료
UCI(KEPA) : I410-ECN-0101-2020-326-001555434
