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

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Huertas Garcia, Rubén
Laguna García, Marta
Consolación Segura, Carolina MaríaMés informacióMés informacióMés informació
Document typeArticle
Defense date2012
Rights accessOpen Access
Attribution-NonCommercial-NoDerivs 3.0 Spain
Except where otherwise noted, content on this work is licensed under a Creative Commons license : Attribution-NonCommercial-NoDerivs 3.0 Spain
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.
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. 
URIhttp://hdl.handle.net/2117/18197
ISSN1099-2340
Publisher versionhttp://onlinelibrary.wiley.com/doi/10.1002/jtr.1899/pdf
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