Luxury Hotel Booking and Scarcity Messages: Does Online Purchase Behavior Matter?

Research output: Chapter in Book/Report/Conference proceedingConference contribution


Hotel booking websites commonly use scarcity messages to sell hotels’ vacant room inventory. However, the effects of these messages on consumers’ booking intention still remain unclear. Focusing specifically on luxury hotels, this paper seeks to address three research questions: (1) How do limited-quantity scarcity messages (e.g., “20% discount – Only 1 room left”) differ from limited-time scarcity messages (e.g., “20% discount – Only 1 day left”) in affecting consumers’ luxury hotel booking intention? (2) How do frequent online purchasers differ from occasional online purchasers in their luxury hotel booking intention in response to scarcity messages? (3) Is there an interaction effect between scarcity message format (limited-quantity vs. limited-time) and online purchase frequency (frequent vs. occasional) on consumers’ luxury hotel booking intention? Data came from 96 participants who took part in an online experiment. Results indicate that limited-time scarcity messages induced higher booking intention compared with limited-quantity scarcity messages. Moreover, frequent online purchasers exhibited higher booking intention compared with occasional purchasers. However, the interaction was non-significant. The findings have implications for luxury hotel managers, hotel booking websites, and online consumers. While frequent purchasers getting influenced by scarcity messages is a good sign for marketers, the paper serves to remind the consumers not to become shopaholic in terms of their online buying behavior.
Original languageEnglish
Title of host publication2020 6th International Conference on Information Management (ICIM)
Number of pages5
Publication statusPublished - 30 Apr 2020
EventInternational Conference on Information Management - London, United Kingdom
Duration: 27 Mar 202029 Mar 2020


ConferenceInternational Conference on Information Management
Country/TerritoryUnited Kingdom
Internet address

Bibliographical note

© IEEE 2020. This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy. Further copying may not be permitted; contact the publisher for details


  • E-tourism
  • hotel booking
  • luxury consumption
  • luxury hotel
  • online shopping
  • scarcity message

Cite this