Salience theory posits that decision-makers pay more attention to the most outstanding—salient—attributes of available options, ultimately impacting decision-makers’ choices. This study proposes extending this theory to the decision of adding an extra component to a product, with special significance for the hospitality industry. Hotels tend to charge a fixed amount to add breakfast to a reservation. Drawing on the salience theory, we show that this constant surcharge makes the demand for breakfast-included rooms dependent on the room’s price. The empirical application conducted on a sample of over 22,000 reservations supports the predictions that the probability of selling breakfast-included rooms rises (1) after a room price increase and (2) less so if consumers do not anticipate the price hike. Beyond the critical theoretical extension, this paper brings relevant managerial implications for dynamic pricing strategies for breakfast, which, in turn, may become a game changer for hotel revenue management strategies.

中文翻译：

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用显著性理论揭示顾客选择：房价与早餐需求之间的联系


显著性理论认为，决策者更关注可用选项最突出、最突出的属性，最终影响决策者的选择。本研究建议将这一理论扩展到向产品中添加额外组件的决定，这对酒店业具有特殊意义。酒店通常会收取固定费用，以便在预订中添加早餐。借鉴显著性理论，我们表明这种恒定的附加费使得对含早餐房间的需求取决于房间的价格。对超过 22,000 份预订样本进行的实证应用支持以下预测：（1） 房价上涨后，销售含早餐客房的概率会上升，（2） 如果消费者没有预料到价格上涨，则销售含早餐客房的可能性会降低。除了关键的理论扩展之外，本文还为早餐的动态定价策略带来了相关的管理意义，这反过来可能成为酒店收益管理策略的游戏规则改变者。