Customers’ Experiences With Hotel Flash Sales In Asia

Abstract

This study is to explore customers' experiences with hotel flash sales in Asia. Specifically, this thesis has investigated 1) customers' experiences with hotel flash sales; 2) customers' attitudes on flash sales; 3) the differences between hotel flash sale users and non-users; 4) the predictors of the number of flash sales purchases in the hotel industry and in all industries and 5) the relationship between the number of flash sale purchases in hotel industry and all industries. The sample was 500 respondents in five countries in Asia. The results indicated that respondents were mostly positive with hotel flash sales. The study also revealed that there were significant country differences and customers' attitudes differences between hotel flash sale users and non-users. Travel frequency was a positive predictor of both the number of flash sale purchases in the hotel industry and in all industries.