This study about hotel bookings in Spain analyzes the influence of three low price signals and the type of distribution channel on perceived value and behavioral intentions: Positive influences on perceived value and buying intention were found for price beating guarantee and for always low price signals but the distribution channel was only found to have an effect on behavioral intentions. Finally, it has been detected that gender plays a moderating role on both perceived value and buying intention.

• Agustin Ruiz Vega(University of La Rioja, Spain)
• Consuelo Riano Gil(University of La Rioja, Spain)
• Carla Di Pierri Del Vecchio(University of La Rioja, Spain)