Design of web sites: which type of message about prices is more efficient? The case os spanish tourist market
- Vega, Agustin Ruiz 1
- Gil, Consuelo Riano 1
- Vecchio, Carla Di Pierri Del 1
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1
Universidad de La Rioja
info
Verlag: Global Alliance of Marketing & Management Associations
ISSN: 1976-8699
Datum der Publikation: 2016
Seiten: 1232
Kongress: Global Marketing Conference at Hong Kong (July 2016)
Art: Konferenz-Beitrag
Zusammenfassung
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.