Reducing Unrealistic Optimism: The Effects of Product Scarcity Cues on Early Hotel Booking Intentions
Published online on June 27, 2025
Abstract
Journal of Travel Research, Volume 65, Issue 6, Page 1810-1830, July 2026.
Hotel consumers’ unrealistic optimism leads them to postpone their bookings until the last minute, expecting a better price. However, the frequent use of last-minute deals can impact a hotel’s profitability, and little is known about how to reduce ...
Hotel consumers’ unrealistic optimism leads them to postpone their bookings until the last minute, expecting a better price. However, the frequent use of last-minute deals can impact a hotel’s profitability, and little is known about how to reduce ...