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THE IMPORTANCE OF CONSUMER GUIDE INFORMATION TO MANAGEMENT: THE MOBIL ``CHECK'' AND HOTEL PRICING BEHAVIOR

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Abstract:

Consumer guide information in the tourism industry is designed to provide consumers with information in such areas as value and quality. However, hotel managements are also aware of consumer guide ratings. This study analyzes hotel managements' pricing behavior before and after a change in value rating for hotels. Specifically, pricing and value information on hotels from the Mobil Travel Guides relating to several states and provinces in the US and Canada were analyzed. The Mobil Travel Guides awards a ``check'' to hotels that they deem a good value. The results indicate that hotel managements altered their pricing strategies before and after the gain or loss of a ``check'' by Mobil. These pricing changes were significantly different from hotels not gaining or losing a ``check.''

Keywords: Check; Hospitality; Hotel; Mobil; Pricing

Document Type: Research Article

DOI: http://dx.doi.org/10.3727/1083542042781186

Affiliations: 1: *The University of Tennessee at Chattanooga, Department of Marketing & Entrepreneurship, Chattanooga, TN 37403-2598 2: †Grand Valley State University, Grand Rapids, MI 49504-6431

Publication date: January 1, 2004

More about this publication?
  • The aim of Tourism Analysis is to promote a forum for practitioners and academicians in the fields of Leisure, Recreation, Tourism, and Hospitality (LRTH). As a interdisciplinary journal, it is an appropriate outlet for articles, research notes, and computer software packages designed to be of interest, concern, and of applied value to its audience of professionals, scholars, and students of LRTH programs the world over.
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