Title:
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Conjoint Analysis of Tourist Choice of Hotel Attributes Presented in Travel Agent Brochures
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Author:
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Huertas García, Rubén; Laguna García, Marta; Consolación Segura, Carolina
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Other authors:
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Universitat de Barcelona |
Abstract:
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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. |
Subject(s):
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-Política turística -Anàlisi conjunt (Màrqueting) -Estudis de mercat -Politics of tourism -Conjoint analysis (Marketing) -Market surveys |
Rights:
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(c) John Wiley & Sons, 2014
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Document type:
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Article Article - Accepted version |
Published by:
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John Wiley & Sons
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