Chase for lucky numbers and take positive actions

Peng Luo, Yukuan Xu and Rob Law

Tourism Economics, 2023, vol. 29, issue 4, 1130-1136

Abstract: Number 8 is regarded as a lucky number in Chinese culture and is preferred over other numbers, especially in financial and retail market. To explore the impact of lucky numbers in room prices, we collect data from a room-sharing platform (Mayi) in China. The results indicate that a room with the lucky number in its price receives more bookings and higher customer ratings than other rooms without that price feature. Moreover, a host setting price with the lucky number 8 will receive more positive ratings. This study contributes to the existing literature and provides practical insights for room hosts and operators in room-sharing platforms.

Keywords: luck number; price; consumer bookings; consumer rating; peer-to-peer accommodation platforms (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:sae:toueco:v:29:y:2023:i:4:p:1130-1136

DOI: 10.1177/13548166221095793

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