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Chase for lucky numbers and take positive actions

Author

Listed:
  • Peng Luo
  • Yukuan Xu
  • Rob Law

Abstract

Number 8 is regarded as a lucky number in Chinese culture and is preferred over other numbers, especially in financial and retail market. To explore the impact of lucky numbers in room prices, we collect data from a room-sharing platform (Mayi) in China. The results indicate that a room with the lucky number in its price receives more bookings and higher customer ratings than other rooms without that price feature. Moreover, a host setting price with the lucky number 8 will receive more positive ratings. This study contributes to the existing literature and provides practical insights for room hosts and operators in room-sharing platforms.

Suggested Citation

  • Peng Luo & Yukuan Xu & Rob Law, 2023. "Chase for lucky numbers and take positive actions," Tourism Economics, , vol. 29(4), pages 1130-1136, June.
    • Handle: RePEc:sae:toueco:v:29:y:2023:i:4:p:1130-1136
    DOI: 10.1177/13548166221095793
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    References listed on IDEAS

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    1. Thomas Kramer & Lauren Block, 2008. "Conscious and Nonconscious Components of Superstitious Beliefs in Judgment and Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(6), pages 783-793, October.
    2. Jeong, Ji Youn & Crompton, John L., 2017. "The use of odd-ending numbers in the pricing of five tourism services in three different cultures," Tourism Management, Elsevier, vol. 62(C), pages 135-146.
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