Table 5

Willingness-to-pay of each attribute

AttributesTrade-offImplicit guest value

$21.99
Real Price
35.03
0.41
$14.33
$32.9910.58 $4.33
$54.99−45.62 ($18.67)
 Star-Ratings  
One-Star−29.43 ($12.04)
Two-Star−24.07 ($9.85)
Three-Star2.95 $1.21
Four-Star20.05 $8.20
Five Star30.5 $12.48
 Number of Reviews  
1-50 reviews−21.88 ($8.95)
51-100 reviews3.39 $1.39
More than 100 reviews18.48 $7.56
 Food Quality  
Poor−85.76 ($35.09)
Fair−40.34 ($16.51)
Good12.46 $5.10
Very Good47.07 $19.26
Excellent66.57 $27.24
 Service Quality  
Poor−42.97 ($17.58)
Fair−17.31 ($7.08)
Good11.01 $4.51
Very Good18.81 $7.70
Excellent30.45 $12.46
 Atmosphere Quality  
Poor−34.8 ($14.24)
Fair−13.15 ($5.38)
Good7.00 $2.86
Very Good17.69 $7.24
Excellent23.26 $9.52
 Price Range for Value  
$−19.2 ($7.86)
$$−2.76 ($1.13)
$$$4.4 $1.80
$$$$17.56 $7.19

Source(s): Table by authors

or Create an Account

Close Modal
Close Modal