The Impact of Hotel Premium Promotions on Consumers' Purchase Intentions: An Empirical Analysis Based on the Benefit Congruency Framework

Xinpeng Liu; Wendan Tao; Wantong Li; Jiayue Lian

doi:10.47297/wspdecWSP2515-797312.20261004

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The Impact of Hotel Premium Promotions on Consumers' Purchase Intentions: An Empirical Analysis Based on the Benefit Congruency Framework

Volume 10, Issue 4

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The Impact of Hotel Premium Promotions on Consumers' Purchase Intentions: An Empirical Analysis Based on the Benefit Congruency Framework
The Impact of Hotel Premium Promotions on Consumers' Purchase Intentions: An Empirical Analysis Based on the Benefit Congruency Framework
Tourism College, Beijing Union University, Beijing, 100101, China
Vol. 10, Issue 4, Pages: 65-69(2026)
Online First：29 July 2026，

Published：30 April 2026
DOI：10.47297/wspdecWSP2515-797312.20261004
Accepted：

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Liu Xinpeng,Tao Wendan,Li Wantong,et al.The Impact of Hotel Premium Promotions on Consumers' Purchase Intentions: An Empirical Analysis Based on the Benefit Congruency Framework[J].Development Economics of China,2026,10(04):65-69.
DOI：

Liu Xinpeng,Tao Wendan,Li Wantong,et al.The Impact of Hotel Premium Promotions on Consumers' Purchase Intentions: An Empirical Analysis Based on the Benefit Congruency Framework[J].Development Economics of China,2026,10(04):65-69. DOI： 10.47297/wspdecWSP2515-797312.20261004.

摘要

Abstract

As an important form of non-monetary promotion

premium promotion has gained increasing attention in hotel marketing

yet empirical research on its effectiveness remains limited. Based on the benefit congruency framework

this study collected 340 valid questionnaires from commercial hotel and leisure resort contexts and used ANOVA in SPSS to examine the effects of product-premium combinations on consumers'perceived value and purchase intention. The results show that premium promotions significantly enhance purchase intention

consumers prefer premiums congruent with hotel types

and stronger product-premium congruency leads to higher perceived value and purchase intention. These findings provide empirical support for differentiated hotel premium promotion strategies.

关键词

Keywords

references

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