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Estimating the price range and the effect of price bundling strategies

机译：估算价格范围和价格捆绑策略的效果

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Purpose – The purpose of this paper is to investigate and identify the price sensitivity of consumers ofthree- and five-star hotels and to determine the impact of bundling strategies on consumers’ price sensitivity.Design/methodology/approach – To calculate price sensitivity, authors apply the van Westendorp’s pricesensitivitymeter (PSM). To understand the impact of bundling strategies, univariate andbivariate techniquesare applied.Findings – PSM results reveal the optimal prices and the range of acceptable prices for three- and five-starhotel. The bundling strategy results reveal that five-star customers are less sensitive to mixed-leaderbundling. Regarding mixed-joint bundling, managers could improve sales through bundling strategies if theyselected an attractive service (e.g. restaurants).Practical implications – Findings assist hotel managers to understand the different price sensitivities,according to the hotel typology. Managers can manage prices without the risk of losing market share orrevenue. The results help managers in deciding which bundling strategies they can create, as well as theservices to be included to achieve highest profitability.Originality/value – No research to date to the best of the authors’ knowledge has attempted to understandand compare the role of bundling strategies in three- and five-stars hotels. Moreover, no research hasattempted to measure and compare customers’ price sensitivity of three- and five-stars hotels.
机译：目的 - 本文的目的是调查和识别青少年和五星级酒店的消费者价格敏感性，并确定捆绑战略对消费者价格敏感性的影响.Design/Methodology/appach - 计算价格敏感性，作者申请van Westendorp的价格敏感度计（PSM）。要了解捆绑策略，单变量和基率技术的影响。应用 - 普华永道结果揭示了三个和五星级的最佳价格和可接受的价格。捆绑策略结果表明，五星级客户对混合排行者的敏感性不太敏感。关于混合联合捆绑，如果选择有吸引力的服务（例如餐厅），管理人员可以通过捆绑策略来改善销售.Practical含义 - 根据酒店的类型学，协助酒店管理者可以了解不同的价格敏感性。管理人员可以管理价格，而不会损失市场份额的风险。结果帮助管理人员决定他们可以创造哪些捆绑战略，以及所包括的攻略，以实现最高的盈利能力。人际/价值 - 没有研究迄今为止的作者知识试图理解，比较捆绑的角色三星级酒店的策略。此外，没有重建的研究可以衡量和比较客户的三个和五星级酒店的价格敏感性。

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