Conjoint Analysis of Tourist Choice of Hotel Attributes Presented in Travel Agent Brochures | Zendy

HuertasGarcia Rubén | Zendy; Laguna García Marta | Zendy; Consolación Carolina | Zendy

AI Assistant Blog Pricing

Home ZAIA Blog

Premium

Conjoint Analysis of Tourist Choice of Hotel Attributes Presented in Travel Agent Brochures

Author(s) -

HuertasGarcia Rubén,

Laguna García Marta,

Consolación Carolina

Publication year - 2012

Publication title -

international journal of tourism research

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 1.155

H-Index - 58

eISSN - 1522-1970

pISSN - 1099-2340

DOI - 10.1002/jtr.1899

Subject(s) - conjoint analysis , tourism , marketing , advertising , value (mathematics) , factorial experiment , factorial analysis , fractional factorial design , factorial , business , economics , mathematics , microeconomics , statistics , geography , mathematical analysis , archaeology , preference

The purposes of this study are to demonstrate how it is possible to determine which attributes are the most important in the final choices of tourists who use a travel agent brochure as a source of information and how these attributes influence perceived value in a pre‐purchase stage. We conduct the study in three phases: (i) a qualitative study, (ii) an experiment using choice‐based conjoint analysis by means of a fractional factorial experimental design and (iii) another experiment using a full factorial derived from the same design. Results suggest advertisement size, a hotel's starred rating and price influence perceived value at this stage. The presence of a positive combined effect of price and advertising was found. Implications and directions for future applications are offered, focusing particularly on marketing services. Copyright © 2012 John Wiley & Sons, Ltd.

This content is not available in your region!

Continue researching here.

Having issues? You can contact us here

Accelerating Research