Now that user generated content is available at the point of purchase, consumers have more information than ever before as they evaluate a hotel purchase. In order to continue to build profitable pricing and positioning strategies, hoteliers must understand how all of this information together influences consumers.
Previous research has shown that consumers’ perceptions of quality and value are the primary drivers of purchase behavior. A new SAS Institute and Penn State University study designed a scenario based on the online purchase of a four-star hotel for a weekend leisure break.
