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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:
It is part of: International Journal of Tourism Research, 2014, vol. 16, num. 1, p. 65 -75
Related resource:
ISSN: 1099-2340
Appears in Collections:Articles publicats en revistes (Empresa)

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