How Chinese Travelers Perceive Hotel Room Prices at Different Star Rating Levels From Web Design

Perceived prices play a crucial role in hotel operations, garnering attention from both hotel managers and tourists. The primary objective of this study is to determine the relationship between perceived prices and different star-rated hotels. Data was collected through an online survey, and the non-parametric statistical Spearman method was employed. The study reveals a strong positive correlation between star ratings and perceived prices, with varying price differentials across different star-rated hotels. High-star-rated hotels are associated with higher perceived prices, while low-star-rated hotels are perceived as having lower prices. The perception of price differences is more pronounced in high-star-rated hotels, whereas mid to low-star-rated prices are relatively similar. Furthermore, in comparison between actual prices and perceived prices, it is found that the perceived prices for mid to low-star-rated hotels are higher than the actual prices, while high-star-rated hotels’ perceived prices are lower than the actual prices. Lastly, the study conducts a weight analysis of UI components influencing online perceived price evaluations.