Conjoint Analysis of Tourist Choice of Hotel Attributes Presented in Travel Agent Brochures
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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.
CitationHuertas, R.; Laguna, M.; Consolacion, C. Conjoint Analysis of Tourist Choice of Hotel Attributes Presented in Travel Agent Brochures. "International journal of tourism research", 2012.