Examining the impact of tourists' hope, knowledge and perceived value on online hotel booking intentions

Research has previously established that tourists assess "attributes' to appraise the value a hotel may offer before booking online. However, this rational approach overlooks the role emotions may play in the decision-making process. This research examines the positive emotion of hope. Stu...

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Bibliographic Details
Published in:	Asia Pacific journal of tourism research Vol. 29; no. 6; pp. 719 - 735
Main Authors:	Fazal-e-Hasan, Syed Muhammad, Mortimer, Gary, Ahmadi, Hormoz, Adil, Mohd, Sadiq, Mohd
Format:	Journal Article
Language:	English
Published:	Abingdon Routledge 02-06-2024 Taylor & Francis Ltd
Subjects:	Asia Pacific emotions hospitality hotels online booking Tourism
Online Access:	Get full text
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Summary:	Research has previously established that tourists assess "attributes' to appraise the value a hotel may offer before booking online. However, this rational approach overlooks the role emotions may play in the decision-making process. This research examines the positive emotion of hope. Study 1 involved an experiment of 259 North American tourists, confirming the causal relationship between "hope" and "perceived value". Study 2 involved an online survey of 418 North American hotel guests, demonstrating "brand knowledge" moderates the relationship between hope and guests' perceived value, leading to booking intentions. These findings contribute new knowledge for tourism practitioners and researchers.
ISSN:	1094-1665 1741-6507
DOI:	10.1080/10941665.2024.2343058