Design of web sites: which type of message about prices is more efficient? The case os spanish tourist market

  1. Vega, Agustin Ruiz 1
  2. Gil, Consuelo Riano 1
  3. Vecchio, Carla Di Pierri Del 1
  1. 1 Universidad de La Rioja
    info

    Universidad de La Rioja

    Logroño, España

    ROR https://ror.org/0553yr311

Actas:
2016 Global Marketing Conference at Hong Kong (July 2016)

Editorial: Global Alliance of Marketing & Management Associations

ISSN: 1976-8699

Año de publicación: 2016

Páginas: 1232

Congreso: Global Marketing Conference at Hong Kong (July 2016)

Tipo: Aportación congreso

DOI: 10.15444/GMC2016.09.04.02 GOOGLE SCHOLAR
Repositorio institucional: lock_openAcceso abierto Editor

Resumen

This study about hotel bookings in Spain analyzes the influence of three low price signals and the type of distribution channel on perceived value and behavioral intentions: Positive influences on perceived value and buying intention were found for price beating guarantee and for always low price signals but the distribution channel was only found to have an effect on behavioral intentions. Finally, it has been detected that gender plays a moderating role on both perceived value and buying intention.