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

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

Argitaletxea: Global Alliance of Marketing & Management Associations

ISSN: 1976-8699

Argitalpen urtea: 2016

Orrialdeak: 1232

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

Mota: Biltzar ekarpena

DOI: 10.15444/GMC2016.09.04.02 GOOGLE SCHOLAR
Gordailu instituzionala: lock_openSarbide irekia Editor

Laburpena

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.