Online hotel bookings. The matching effect of message framing and temporal distance
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2018-06-26
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en
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With a growing market for online hotel bookings and increased challenges for hotels due to the existence of Online Travel Agents (OTAs), it became increasingly important for hotels to convince potential guests to book directly at the hotel’s website. However, the problem was that hotels did not know how to do this. In order to address this problem, an online experiment has been conducted. In this experiment it has been tested if the framing of the message (negative or positive) communicated to potential guests, depends on the temporal distance of the booking. More specifically, if it depends on whether the hotel booking is in the near or in the distant future. The results of the experiment indicate that the way the framing of the message affects consumers’ direct booking intentions depends on the temporal distance of the hotel booking. In case of a booking in the near future, negatively framed messages are most effective for obtaining stronger direct booking intentions. In contrast, in case of a booking in the distant future, positively framed messages are most effective for obtaining stronger direct booking intentions.how consumers could be best informed about the consequences of booking at the hotel website, and what the
More specifically, the way consumers can best be informed about the consequences of booking at hotel websites might depend on whether the trip where the hotel is booked for is in the near or in the distant future (temporal distance).
Therefore, this study examined how consumers could be best informed about to let customers book with them directly, it is highly relevant to study how consumers could be best informed about the consequences of booking at the hotel website. More specifically, if it would be better to focus on positive or negative consequences.
It became increasingly important for hotels to convince potential guests to book directly at the hotel’s website. However, the problem was that hotels did not know how to do this. In order to address this problem, an online experiment has been conducted
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Faculteit der Managementwetenschappen