Abstract

Tourism is one of the largest industries in the world as well as the significant contributors to the world's economy. According to the UNWTO, the export income enervated by international tourism ranks fourth after fuels, chemicals, and automotive product. In 2011, there were over 983 million international tourist arrivals worldwide, representing a growth of 4.6% when compared to 940 million in 2010. The attribution of pricing structures and experience quality played an important in determinant of buying behaviour in the sense where these principles are likely to remain important factors or elements whether shoppers are purchasing online or through another medium such as online travel sites or traditional agents. To narrow down the author research, author is selecting Malaysia as a based to examine how the influences of price structures are has affected the experience quality and customers behaviour intention in selecting a hotel to stay. A theoretical framework is formulated in order to achieve the results by revealing the influence of price structures towards the experience quality and behaviour intention with incorporated the Hedonic pricing model. This study has contribution from both a theoretical and a practical perspective. First, the relationships between price structures and experience quality, and behavioural intentions were examined. Second, little price structure toward experience quality research has been conducted in the area of hospitality context. This paper aims to provide a further study for future researchers, especially hotel managers to have an in depth understanding of price structures towards experience quality in the hospitality industry. While it also helps hotel managers to implement all their pricing strategies where pricing is an issue of paramount importance for practitioners in the hospitality industry and It is the only element in the accommodation marketing mix that impacts directly on revenues.

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