A Study on the Influence of Dynamic Pricing of High-end Hotels on Consumers' Mood and Attitude
Year: 2025
Type: article
Abstract: With the growth of online travel platforms, hotel prices can be dynamically adjusted using systems considering macro (e.g., market demand, season) and micro (e.g., environment, reviews) factors that affect consumer attitudes. This study investigates the impact of hotel dynamic pricing on consumer sentiment and attitude via quantitative research and literature analysis. It collects online reviews of five-star hotels on OTA platforms for quantitative study to clarify the relationship between hotel pricing strategies and consumer emotions and attitudes. Focusing on consumers' emotional responses to dynamic pricing in the Internet context and analyzing them based on OTA reviews provides a novel perspective. By observing consumer feedback, it also aims to offer suggestions for improving hotel pricing strategies on online travel platforms, thereby enhancing user attitudes and the effectiveness of marketing and revenue management in the hospitality industry.
Author: Renze Yu
Institution: City University of Macau
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4409210627