Browsing by Author "Heo, Cindy Yoonjoung"

Now showing 1 - 3 of 3
  • Do luxury room amenities affect guests’ willingness to pay? [Summary]
    Hyun, Sunghyup Sean; Heo, Cindy Yoonjoung (Virginia Tech, 2015-04)
    Intangible services have fewer cues to enable consumer evaluation compared to physical goods. Cues are therefore particularly important for highly intangible services, since they provide tangible evidence of quality. This study explores whether luxury brand room amenities can be used as cues for customers to evaluate a hotel. This study attempts to identify what items and amenities guests find most/least useful and to examine whether luxury brand room amenities can enhance customers’ evaluation of a hotel and increase willingness to pay based on positivity bias. Wi-Fi was regarded as the most useful hotel amenity, while telephone was regarded as the least useful amenity. This study found customers willingness to pay is affected by providing luxury brand room amenities. When luxury amenities were placed in the room, customers’ estimation of the room rate and their willingness to pay for it both increased. Moreover, about two out of five expressed a willingness to pay extra for an upgrade to access luxury brand room amenities. The findings of this study provide important implications for hotel practitioners.
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    Influences of consumer characteristics on fairness perceptions of revenue management pricing in the hotel industry [Summary]
    Heo, Cindy Yoonjoung; Lee, Seoki (Virginia Tech, 2011-06)
    Fairness perceptions play an important role in customers’ behavior, and this study explores which consumer characteristics influence fairness perceptions of revenue management (RM) pricing in the hotel context.
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    Solidarity actions with Ukraine and hospitality firm value
    Nicolau, Juan Luis; Poretti, Cedric; Heo, Cindy Yoonjoung (Elsevier, 2024-02)
    The objective of this research note is to analyze the effect of solidarity actions following the invasion of Ukraine on hotel and restaurant firms’ market value. Press releases and corporate websites of 117 companies were investigated to determine the actions taken in response to the Russian invasion of Ukraine. Then, using an event study methodology, cumulative abnormal returns were calculated following the actions taken. The results indicate that first movers benefited the most from solidarity actions, while middle-point intensity actions (versus strong or light actions) brought about the highest effects on market value.