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Strategic consumer behavior in online hotel booking

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This study investigates strategic consumer behavior in online hotel booking. Free cancellation policies enable consumers to rebook the hotel room at a later time should the price drop prior to the date of stay. A discrete choice experiment is used to infer consumer preferences for free cancellation and non-refundable rates under different scenarios. The study also examines the moderating role of the risk attitude of consumers. Risk-seeking consumers show preference for a free cancellation rate that increases with the availability of an automatic rebooking service. Although a higher booking window increases the utility of the free cancellation rate, such impact decreases as risk propensity increases. The identification of four distinct consumer segments provides clear implications for industry practitioners.
Original languageEnglish
Article number102947
JournalAnnals of Tourism Research
Early online date27 May 2020
Publication statusPublished - 1 Jul 2020


  • VIGLIA_2020_cright_Strategic consumer behavior in online hotel booking

    Accepted author manuscript (Post-print), 927 KB, PDF document

    Due to publisher’s copyright restrictions, this document is not freely available to download from this website until: 27/05/22

    Licence: CC BY-NC-ND

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