Cass Shum (Hospitality) recently published her paper "Charging during the stay: the effects of EV chargers’ availability and pricing on consumer perceived utilitarian value and behavioral intentions" in the Journal of Travel & Tourism Marketing, with coauthors Alumna Wanjia Han from Purdue University Fort Wayne and Guoguang Wan from the Southwestern University of Finance and Economics.
The paper showed that installing EV chargers — regardless of whether those chargers are free or paid-to-charge — can amplify consumers' hotel booking intentions and willingness to pay by increasing utilitarian values. The value added by EV chargers would be especially strong when there are limited EV chargers available in surrounding areas.
