In the era of connectivity, personalisation is an increasingly popular phenomenon in the
marketplace. Modern customers are more demanding with higher barging power. The …

Purpose Customer willingness to pay (WTP) was initially set out to estimate the perceived
value from a purchasing experience. However, purchasing decisions have changed as …

As financial outcomes of service customisation remain somewhat unclear and
underexplored in hospitality contexts, this study aims at advancing understanding of how …

Personalization drives value co-creation and willingness to pay for customers. Consumers
are keen to receive personalized services but have various willingness to pay for the …

Customers' evaluation of hotel prices has received increasing attention in hospitality
research. Beyond the specific attributes of the offer, internal norms related to prior …

Dynamic pricing is at the core of hotel revenue management (RM). Big data technologies
have facilitated information processing and enriched dynamic pricing techniques. One of the …

Consumer behaviour is one of the most explored topics in tourism and hospitality marketing,
interchangeably denoted by the terms 'traveller behaviour','tourist behaviour'or 'guest …

Personalisation has revolutionized marketing owing to the big data technologies and their
adoption across industries. Big brands are using personalisation daily to impact customers …

Research within the hospitality industry suggests that price plays a significant role in the
perception guests have towards the value and quality of the hospitality product they are …

Product customization can be viewed as a way for consumers to create value for themselves
(Vargo and Lusch 2004), and has been shown to impact consumers' appraisal of value …