Document Type

Article

Publication Date

2026

DOI

10.1177/10963480261451775

Publication Title

Journal of Hospitality and Tourism Research

Pages

42 pp.

Abstract

This study investigates how room rate disparity across Online Travel Agencies (OTAs) influences consumers’ switching behavior and perceptions of hotel brand integrity. Employing a scenario-based experimental design with a sample of 430 Chinese consumers, we explored price differences interact with loyalty status, price trajectory information, and brand consistency. Our findings reveal a complex non-linear inverse sigmoid relationship between rate disparity and channel switching. Contrary to expectations, loyalty membership did not reduce switching intent or increase discount thresholds. Moreover, rate disparity triggered brand integrity concerns, with brand doubt consistently exceeding switching intent. While price trajectory information did not change switching likelihood, it increased discount needed to induce switching, suggesting consumers’ price expectations influence sensitivity. These results advance theory by introducing a new and empirically supported non-linear model of channel switching and linking pricing inconsistency to diminished brand perception. Practically, findings offer guidance on strategic discounting, brand management, and OTA design.

Rights

© 2026 by ICHRIE. All rights reserved. Included in accordance with publisher policy.

Ling, L., Chen, C. C., & Schwartz, Z. When price varies across OTAs: How room rate disparity shapes switching behavior and brand trust (Advance online publication). pp. 1-42. © 2026 (ICHRIE). DOI: 10.1177/10963480261451775.

Original Publication Citation

Ling, L., Chen, C. C., & Schwartz, Z. (2026). When price varies across OTAs: How room rate disparity shapes switching behavior and brand trust. Journal of Hospitality and Tourism Research. Advance online publication. https://doi.org/10.1177/10963480261451775

ORCID

0009-0004-2933-0270 (Ling)

Download

Share

COinS