Rodney B. Warnick

Price Bundling and Travel Product Pricing Practices Used by Online Channels of Distribution

Price bundling is one of the most prevalent marketing practices in many industries, including hospitality and travel. Virtually all types of firms in the hospitality and travel industry, from suppliers such as hotels and airlines to intermediaries such as travel agents, are encouraging customers to purchase travel “packages” rather than a single component of travel to save money and streamline the purchasing process. The purpose of this research is to determine whether the practice of price bundling by online travel agents results in actual monetary savings for consumers (i.e., lower prices) relative to the prices charged by individual service providers (i.e., hotels and airlines) through their own online Web sites. The results indicate that there are monetary savings in the form of lower prices realized by consumers who purchase bundled offerings from online travel agents, and there is an interaction effect between channel and hotel class.

The Bed And Breakfast And Small Inn Industry Of The Commonwealth Of Massachusetts: An Exploratory Survey

The status of the bed and breakfast and small inn lodging industry in the Common wealth of Massachusetts was examined. Factors considered to be important were age and size of establishiments, organizational format, rate structure, occupancy rates, guests served, and management staff. Specifically, the study was undertaken to explore various industry characteristics specific to bed and breakfast establishments within Massachusetts and to determine whether any specific relationships or differences existed within the industry according to variables such as regional location, rate structure, and seasonal business patterns.

The Role of Purchase Decision Involvement in a Special Event

The concept of purchase decision involvement (PDI) in a special event setting (regional air show) is explored here. PDI is a type of involvement that has not received as much attention in the event management or tourism literature as other types of involvement, thereby leaving a gap that is addressed in this study. A regression analysis was used to evaluate the cause-and-effect relationships among two psychological constructs (i.e., PDI and satisfaction), two objective measures (i.e., prior attendance and travel distance), and the likelihood of returning to the event. Based on the results of the regression analysis, the metric independent variables (i.e., PDI, prior attendance, and travel distance) were recoded into categories for use in an ANCOVA model to further examine the relationships. The level of satisfaction was used as a covariate based on its linear relationship with the dependent variable (i.e., likelihood of returning to the event).

Attitudinal and Situational Determinants of Self-Service Technology Use

The authors test an extended technology acceptance model by incorporating two situational and two attitudinal variables as new predictors of self-service technology adoption. The situational variables are waiting line and service complexity, whereas the attitudinal variables are technology trust and technology anxiety. The study employs an experimental approach with hypothetical hotel check-in situations. The authors apply structural equation modeling techniques to provide additional insights into the main effects. They find significant main effects of all situational and attitudinal variables but no interaction effects between the situational and attitudinal variables. The main effects on intention to use self-service technologies occurred primarily through the mediation of perceived ease of use and perceived usefulness. The technology acceptance model needs extension to include nontechnology variables as predictors of new technology adoption.

Using a Trade Market Analysis Technique to Refine Measurements for Economic Impact Analysis of Special Events

Special events can have a sizable economic significance (ES) and economic impact (EI) in host communities. This study’s purpose was to update the input measurement concepts in assessing the EI for a short-term special event. Specific EI measurements were examined as suggested by Crompton, Lee, and Shuster (2001) and Stynes (1997) that differentiated between types of attendees. A trade market analysis (TMA) technique was applied to refine the measures of locals and nonlocals and to reconsider locals who have visiting friends and relatives (VFR) in their group profiles. Further refinement of day-trip attendees and visitors expenditure impacts were identified and used to adjust the EI when applied to a sales multiplier. Self-administered online surveys were emailed to 2,678 group leaders from a registration and on-site intercept population with a response rate of 46%. Measurement improvements were found for local, nonlocal, casual, time-switcher, and VFR attendees in EI application.

A Comparison of Economic Impact Measurement Techniques for a Tourism Special Event

The study’s purpose was to examine and update the research methods and measurement issues associated with assessing the economic impact (EI) of an extended duration, regional tourism event. Specifically examined were the issues with the implementation of EI studies in regard to further testing and re-verifying the methods used in (1) measuring a representative sample from an information-seeking/sharing web site and social media registration and engagement lists; (2) comparing locals and nonlocals within a region using different definition techniques; (3) examining the impact of VFRs within the local markets; and (4) comparing the estimation of purchasing within versus outside an impact area. Recommendations for further analysis and implementation for EI studies and the management of tourism special events are presented.

The Support of Local Underdogs: System Justification Theory Perspectives:

Despite the copious anecdotal evidence available, research only recently examines the multidimensional dynamics associated with underdog brands and their essential, complex place in the business world. This research seeks to better conceptualize, operationalize, and refine the theories and constructs surrounding underdogs. The study conducts two 2 × 2 × 2 quasi-experimental between-subjects design studies to fulfill these objectives. Study 1 is designed to confirm that brand localness needs to be separated from underdog concepts as both brand cues distinctively prompt customers’ purchase activism depending on their political orientations. Study 2 extends the system justification theory by replicating Study 1 using a different context and refining control variables to better understand other potential explanations of customer behavior toward underdog/localness brand cues. The results indicate that brand positioning status and brand localness both have main effects on intent to purchase and willingness to pay a price premium. Furthermore, results find political orientation is an important moderator in determining whether customers purchase underdog brands.