Top-Tier IJHM Publishes Dr. Bai Yunmei’s Add-on Pricing Research
Dr. Bai Yunmei has published a new article in the International Journal of Hospitality Management titled “Understanding Transaction Value in Add-on Pricing – How Base Room Rate, Attribute Type, and Price Framing Shape Consumer Booking Intention.” The study explains how base room rates, add-on attributes, and price framing shape consumer booking intentions.
Key insights show that information overload can sometimes enhance value perceptions, and enjoyment from customizing hotel stays increases in higher-stakes purchases. The research also finds that consumers are more accepting of price increases in the base room rate than in add-on features, with no major differences between core and facilitating add-ons.
Access the paper here: Link