Luxe for less: how do consumers react to luxury hotel price promotions? The moderating role of consumers’ need for status [Summary]

As an emerging distribution channel, online discount websites are gaining popularity among luxury hotels. However, little guidance on the effectiveness of such price promotions in luxury hotels is provided in the extant literature. Building on the status consumption theories, we examine the joint effects of price promotions and need for status (NFS) on consumers’ attitudes toward the hotel as well as their intentions to return.