Cultural influences on fairness perception of revenue management pricing in the tourism and hospitality industry

Managing cultural diversity in the hospitality industry is a crucial issue. Hospitality managers should understand how cultural differences impact customer perceptions of RM pricing to excel in the global market. In a globalized world, the tourism and hospitality industry provides services to many customers of diverse cultural backgrounds. Until now, most studies of price fairness have focused on the situational component of price fairness, and studies of consumers' perception of RM pricing in the tourism and hospitality field have attempted to examine the effect of rate fences or situations. Influences of an individual’s characteristics and, in particular, cultural values on price fairness perception have received relatively little scientific examination. In a globalized world, the tourism and hospitality industry provides services to many consumers of diverse cultural backgrounds.
Understanding cultural diversity in the hospitality industry is an important issue. Therefore, this study aims to further explore the role of cultural values in fairness perceptions of RM pricing from materialism perspective and to fill the gap in the literature.