Purpose Cross-selling becomes critical for business success as pent-up travel demand drives travelers to spend more on vacations. The primary purpose of this research is to identify if an unexpected discount leads to consumers' additional purchases online. This research proposes effective...

Purpose: The purpose of this paper is to develop a scale to measure normative and informational influence in online traveler reviews. Design/methodology/approach: Through proper scale development techniques and a two-sample validation process, the resulting 2-factor, 11-item scale yields a...