Promotional messages, including scarcity messages and other consumer existence
messages, are frequently employed by online travel marketers to drive consumer purchase …

Scarcity appeals, highlighting a product or a service is scarce due to “high demand” or
“limited supply,” are ubiquitous in the travel industry. However, all scarcity appeals are not …

Scarcity messaging is frequently employed by travel marketers to drive consumer
conversion rate in the online sales environment. This study examines the effects of two types …

Online travel agencies advertise limited availability by indicating room inventories and the
number of other travelers. This research investigates the effect of limited availability using …

With the proliferation of e-commerce, online promotion strategy of limited quantity and
limited-time is widely used by online retailers to entice consumers' purchases. However, few …

In their web stores, retailers are increasingly using scarcity as a strategy to influence
customers' perceptions and purchase behaviour. This study aims to investigate the effect of …

Communication of scarcity has emerged as a fundamental marketing principle in electronic
commerce and for hospitality platforms in particular. We investigate the effect of scarcity cues …

This research investigated the role of price preciseness (rounded vs. precise) in perceiving
deal attractiveness, purchase intention, and choice in travel decision-making. Two …

The high penetration level of information and communication technology presents
challenges for hospitality marketers in designing a promotional offer that stands out from the …

Effectiveness of destination advertising to potential tourists has been enhanced with the use
of personalized orientation. After an online search for information about a destination …