This study explores the price discrimination failures caused by agents’ and customers’ deviant resale behaviors. Qualitative data was collected through semi-structured, in-depth interviews to explore the problem, assess its severity, and offer initial thoughts on possible solutions to this phenomenon. A total of 17 revenue leaders from different branded hotels in China were individually interviewed. Analysis of the recorded and transcribed interviews utilized a plethora of qualitative techniques, such as thematic analysis and evaluative analysis. The insights gained shed light on the evolving role of hotel revenue managers and facilitated a discussion on how to address these failures more.
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Ling Ling (2024) studied this question.
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