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Examining the impact of tourists’ hope, knowledge and perceived value on online hotel booking intentions
Fazal-e-Hasan, Syed Muhammad Mortimer, Gary Ahmadi, Hormoz Adil, Mohd. Sadiq, Mohd
Fazal-e-Hasan, Syed Muhammad
Mortimer, Gary
Ahmadi, Hormoz
Adil, Mohd.
Sadiq, Mohd
Abstract
Research has previously established that tourists assess “attributes’ to appraise the value a hotel may offer before booking online. However, this rational approach overlooks the role emotions may play in the decision-making process. This research examines the positive emotion of hope. Study 1 involved an experiment of 259 North American tourists, confirming the causal relationship between “hope” and “perceived value”. Study 2 involved an online survey of 418 North American hotel guests, demonstrating “brand knowledge” moderates the relationship between hope and guests’ perceived value, leading to booking intentions. These findings contribute new knowledge for tourism practitioners and researchers.
Keywords
tourism, hotels, hospitality, online booking, Asia Pacific, emotions
Date
2024
Type
Journal article
Journal
Book
Volume
29
Issue
6
Page Range
719-735
Article Number
ACU Department
Peter Faber Business School
Faculty of Law and Business
Faculty of Law and Business
Collections
Relation URI
Event URL
Open Access Status
Published as ‘gold’ (paid) open access
License
CC BY 4.0
File Access
Open
Notes
© 2024 The Author(s). Published by Informa
UK Limited, trading as Taylor & Francis
Group
This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. The terms on which this article has been published allow the posting of the Accepted Manuscript in a repository by the author(s) or with their consent.
This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. The terms on which this article has been published allow the posting of the Accepted Manuscript in a repository by the author(s) or with their consent.