Unveiling customer choice with salience theory: The link between room price and breakfast demand

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dc.contributor.authorAnguera-Torrell, Oriolen
dc.contributor.authorNicolau, Juan Luisen
dc.date.accessioned2024-10-28T11:59:53Zen
dc.date.available2024-10-28T11:59:53Zen
dc.date.issued2025-01-01en
dc.description.abstractSalience theory posits that decision-makers pay more attention to the most outstanding—salient—attributes of available options, ultimately impacting decision-makers’ choices. This study proposes extending this theory to the decision of adding an extra component to a product, with special significance for the hospitality industry. Hotels tend to charge a fixed amount to add breakfast to a reservation. Drawing on the salience theory, we show that this constant surcharge makes the demand for breakfast-included rooms dependent on the room's price. The empirical application conducted on a sample of over 22,000 reservations supports the predictions that the probability of selling breakfast-included rooms rises (1) after a room price increase and (2) less so if consumers do not anticipate the price hike. Beyond the critical theoretical extension, this paper brings relevant managerial implications for dynamic pricing strategies for breakfast, which, in turn, may become a game changer for hotel revenue management strategies.en
dc.description.versionPublished versionen
dc.format.mimetypeapplication/pdfen
dc.identifier103968 (Article number)en
dc.identifier.doihttps://doi.org/10.1016/j.ijhm.2024.103968en
dc.identifier.issn0278-4319en
dc.identifier.orcidNicolau Gonzalbez, Juan [0000-0003-0048-2823]en
dc.identifier.urihttps://hdl.handle.net/10919/121404en
dc.identifier.volume124en
dc.language.isoenen
dc.publisherElsevieren
dc.rightsCreative Commons Attribution 4.0 Internationalen
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/en
dc.subjectSalienceen
dc.subjectValueen
dc.subjectPriceen
dc.subjectConsumer choiceen
dc.subjectHotelsen
dc.subjectBreakfasten
dc.titleUnveiling customer choice with salience theory: The link between room price and breakfast demanden
dc.title.serialInternational Journal of Hospitality Managementen
dc.typeArticle - Refereeden
dc.type.dcmitypeTexten
dc.type.otherJournal Articleen
pubs.organisational-groupVirginia Techen
pubs.organisational-groupVirginia Tech/Pamplin College of Businessen
pubs.organisational-groupVirginia Tech/Pamplin College of Business/Hospitality and Tourism Managementen
pubs.organisational-groupVirginia Tech/All T&R Facultyen
pubs.organisational-groupVirginia Tech/Pamplin College of Business/PCOB T&R Facultyen

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