Exploring Online Sales Promotions in the Hospitality Industry

Abstract

In this study, a cognitive–affective–conative multidimensional model was hypothesized to incorporate all elements of how and why hotel customers utilize sales promotions offered over the Internet. The proposed model incorporates various facets related to customers' exploitation of online sales promotions and focuses on the relationship between hotel customers' beliefs, attitude, and purchasing behavior. The model fit was tested through structural equation modelling analysis (SEM) and results indicated significant support for the hypothesized paths. The suggested pattern appears to influence behavior towards online promotion deals, and certain trait variables had considerable impact on the process.