Individual rationality and differences in Taiwanese spa hotel choice

Jerry Yuwen Shiu
Additional contact information
Jerry Yuwen Shiu: Tajen University, Taiwan

Tourism Economics, 2018, vol. 24, issue 1, 27-40

Abstract: This study explored a systematic framework to understand the dynamic relationships of individual rationality in spa hotel choice. Taking a relational perspective, we examined the process of net value perception linking the antecedents (i.e. quality, price and risk) and consequence (i.e. willingness to buy (WTB)), along with the moderating effects of demographic variables on the links. A survey was conducted at spa hotels in four major spa regions of Taiwan. The findings indicated that the immediate situational factors of quality and price contribute to the net value perception, which in turn leads to the WTB. Oppositely, the long-term factor of risk does not have either direct or indirect effect when making such an infrequent decision. The contrarily moderating effects of demographic variables (e.g. gender, living region and consumptive frequency) on the decision paths present managers with directions to offer proper packages to reach their target customers.

Keywords: individual differences; individual rationality; price; quality; risk (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/1354816617718972 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:toueco:v:24:y:2018:i:1:p:27-40

DOI: 10.1177/1354816617718972

Access Statistics for this article

More articles in Tourism Economics
Bibliographic data for series maintained by SAGE Publications ().