Open AccessUn análisis del efecto de la percepción de justicia de precios en el comportamiento del consumidor en el proceso de reserva de hotel online
Author(s) -
Ma Encarnación Andrés Martínez,
Miguel Ángel Gómez Borja,
Juan Antonio Mondéjar Jiménez
Publication year - 2015
Publication title -
pasos
Language(s) - English
Resource type - Journals
eISSN - 2529-959X
pISSN - 1695-7121
DOI - 10.25145/j.pasos.2015.13.058
Subject(s) - welfare economics , tourism , perception , consumer behaviour , humanities , economics , business , advertising , political science , psychology , philosophy , neuroscience , law
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.