The Influence of Hotel Price on Perceived Service Quality and Value in e-tourism

Table 1

Description of Variables

Variables

Description

Reviewer ID

Reviewer’s ID

Comment

Reviewer’s comment or his or her experience 

in hotels

Comment Date

The date when reviewer posted the comment

Price

The price that reviewer paid for one night in a 

hotel in RMB

Overall Rating

Reviewer’s overall evaluation of the hotel

Perceived Value

The overall reviewer rating of perceived value 

from his or her experience in hotels

Comfort

The overall reviewer rating of comfort

Location

The overall reviewer rating of location

Cleanliness

The overall reviewer rating of cleanliness

Service

The overall reviewer rating of service

Hotel ID

Hotel’s ID

Star Rating

The star rating of a hotel

Rank of all the 

Hotels in Beijing

The rank given by daodao.com, as a popularity 

index

Trip Type

Trips for business or leisure

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Ye et al. / INFLUENCE OF HOTEL PRICE ON PERCEIVED SERVICE QUALITY  31

Before using regression models to verify Hypothesis 2, we performed a pre-

treatment of our original data set. On daodao.com, perceived service quality is 

determined by four components, namely Comfort, Location, Cleanliness, and 

Service. To determine the overall effect of perceived quality, we first carried out 

a factor analysis to derive the factor explaining most of the variance in these 

components. Then, according to the results, we specified the estimation of per-

ceived service quality as

 QualityRating = 

µ

1

Comfort + 

µ

2

Location + 

µ

3

Cleanliness + 

µ

4 

Service + 

µ

0

       

 (5)

Then, we used Equation (4) to implement the relationship between price and 

perceived service quality. The objective of Hypothesis 2 is to identify 

α

1

 in 

Equation (4).

To test Hypothesis 3, we focused on the estimated coefficient 

θ

1

 in Equation 

(3) and 

θ

3

 in Equation (4). The estimated coefficients 

θ

2

 in Equation (3) and 

θ

4

 

in Equation (4) were used to test Hypothesis 4.