Pengsongze Xue

Dave is a doctoral candidate in Service Management at the University of Guelph in Canada. He earned both his bachelor’s and master’s degrees in hospitality and tourism management from the same institution. His research primarily examines the lodging sector with a particular emphasis on consumer behavior. During his doctoral studies, he has published seven articles in leading hospitality and tourism journals, including International Journal of Hospitality Management and Journal of Hospitality and Tourism Management. 

His dissertation examines how hotels can design a subscription-based benefit program to attract frequent guests. Using adaptive choice-based conjoint analysis conducted with Sawtooth, he identifies that a subscription package featuring low financial benefits, low social benefits, high technological benefits, high procedural benefits, and high informational benefits yields the highest market share in market simulation. The related willingness-to-pay amount is also derived from part-worth utility scores. This research contributes to the hospitality literature by empirically distinguishing membership-based business models from subscription-based business models. In addition, the findings offer clear practical guidance for the hotel industry on implementing a subscription-based benefit program to attract frequent guests and strengthen their loyalty.