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

Abstract

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.

Does hotel attribute importance differ by hotel? Focusing on hotel star-classifications and customers’ overall ratings

“…Because a conjoint analysis has been predominantly used with experimental and survey data-sets in prior studies, the utilization of a conjoint analysis with online data-set is meaningful to hotel managers (Huertas-Garcia, Laguna García, & Consolación, 2014;Kim & Okamoto, 2006). The triangulation of data by involving both attribute importance values and TPWVs would generate more valuable data for the hotel management (Rhee & Yang, 2014a).…”

Understanding women's accommodation experiences on girlfriend getaways: a pragmatic action research approach

“…As such, many researchers interested in accommodation-related issues have tended to concentrate on identifying and ranking hotel attributes (e.g. Albayrak & Caber, 2015;Choi & Chu, 2001;Huertas-Garcia, Laguna García, & Consolación, 2014;Mccleary, Weaver, & Hutchinson, 1993;Stumpf, Park, & Kim, 2014). In doing so, researchers have applied various consumer theories to different lodging categories including budget properties (Nash, Thyne, & Davies, 2006;Zhang, Ren, Shen, & Xiao, 2013), luxury accommodation (Chen & Peng, 2014;Ekiz, Khoo-Lattimore, & Memarzadeh, 2012;Khoo-Lattimore & Ekiz, 2014;Lau, Akbar, & Yong, 2005;Mohsin & Lockyer, 2010), apartments and bed and breakfasts (Chen, Lin, & Kuo, 2013;dos Santos, Chaves, & Pedron, 2014;Jones & Guan, 2011), but researchers have tended not to examine how these types of accommodation are suited to particular types of guests, such as women engaged in leisure-travel.…”

Understanding the Heterogeneity of Generation Y's Preferences for Travelling: a Conjoint Analysis Approach

“…A conjoint analysis has been adopted and used as a methodology in a number of tourism situations, including recreation site usage and/or impacts (Needham & Szuster, ); destination, activity and/or attraction choice (Lindberg, Dellaert, & Rassing, ; Suh & McAvoy, ; Thynea, Lawson, & Todd, ; Lopes, Boubeta, & Mallou, ) and hotel/restaurant choice (Huertas‐Garcia, Garcia, & Consolation, ).…”