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, Ahead of Print.
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 ...