European Journal of Tourism Research | 2026
Authors: Rita P.; Ramos R.; Vong C.; Barreiros C.
DOI: 10.54055/ejtr.v42i.4172
Journal: European Journal of Tourism Research
Year: 2026
Publisher: Varna University of Management
Document Type: Article
Open Access: All Open Access; Gold Open Access; Green Open Access
Cited by: 0
This study applies Prospect Theory to examine how star rating classification affects the relationship between price dispersion, price fairness, and customers' decisions when choosing a hotel and booking channel. Data were collected from 207 hotel customers using Trivago’s metasearch engine in a scenario-based experimental design to test the hypotheses. The findings show that star ratings significantly influence hotel booking choices, with customers favouring cheaper options in wide price dispersion scenarios and more expensive options in narrow price dispersion scenarios. This study contributes to the literature by extending Prospect Theory to metasearch platforms and revealing how star ratings moderate the effects of price dispersion and fairness on the booking channel. The results provide valuable insights for hotel managers and online travel agency practitioners in developing effective marketing and pricing strategies. © 2026 The Author(s).
customer decision-making; metasearch engine; online travel agency; price dispersion; price fairness; star ratings