Conjoint Analysis of Tourist Choice of Hotel Attributes Presented in Travel Agent Brochures
The purposes of this study are to demonstrate how it is possible to determinewhich 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 s...
| Authors: | , , |
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| Format: | article |
| Status: | Versión aceptada para publicación |
| Publication Date: | 2014 |
| Country: | España |
| Institution: | Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya) |
| Repository: | Recercat. Dipósit de la Recerca de Catalunya |
| OAI Identifier: | oai:recercat.cat:2445/119771 |
| Online Access: | https://hdl.handle.net/2445/119771 |
| Access Level: | Open access |
| Keyword: | Política turística Anàlisi conjunt (Màrqueting) Estudis de mercat Politics of tourism Conjoint analysis (Marketing) Market surveys |
| Summary: | The purposes of this study are to demonstrate how it is possible to determinewhich 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. |
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