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http://hdl.handle.net/2445/119771
Title: | Conjoint Analysis of Tourist Choice of Hotel Attributes Presented in Travel Agent Brochures |
Author: | Huertas García, Rubén Laguna García, Marta Consolación Segura, Carolina |
Keywords: | Política turística Anàlisi conjunt (Màrqueting) Estudis de mercat Politics of tourism Conjoint analysis (Marketing) Market surveys |
Issue Date: | 2014 |
Publisher: | John Wiley & Sons |
Abstract: | 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. |
Note: | Versió postprint del document publicat a: https://doi.org/10.1002/jtr.1899 |
It is part of: | International Journal of Tourism Research, 2014, vol. 16, num. 1, p. 65 -75 |
URI: | http://hdl.handle.net/2445/119771 |
Related resource: | https://doi.org/10.1002/jtr.1899 |
ISSN: | 1099-2340 |
Appears in Collections: | Articles publicats en revistes (Empresa) |
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616301.pdf | 480.72 kB | Adobe PDF | View/Open |
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