Impact of Hotel Discount Strategies on Consumers’ Emotion and Behavior in the Presence of High and Low Involvement Consumers

摘要: While hotels come up with various discount strategies to attract consumers, especially during a recession, both and consumers seem favor dynamic pricing. Previous studies also indicated that price discounts give not only monetary benefits but positive emotional responses. The purpose of this study was investigate how uniform pricing influence consumers’ emotion behavior, identifying the role their involvement. Results suggested high involvement responded more positively than Moreover, younger female were likely be involved in obtaining discount, showed feelings, tell others, make repeat purchases from as compared low consumers.