Un análisis del efecto de la percepción de justicia de precios en el comportamiento del consumidor en el proceso de reserva de hotel online

The fairness perception has an important role in consumer decision. The economic situation of many households makes that the fairness price perception was very important in the purchase behavior. This situation is not alien to such an important sector as the tourism sector, and specifically to the hotel booking. In this paper we consider the online hotel booking to analyze the consequences on purchase behavior stemming from the fairness price perception. These effects can be seen in the long term when the situation is irreversible, therefore the sellers should know those consequences to be clear about the effects that can have if their prices are considered unfair.