Huertas García, RubénLaguna García, MartaConsolación Segura, Carolina2018-02-132018-02-1320141099-2340https://hdl.handle.net/2445/119771The 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.11 p.application/pdfeng(c) John Wiley & Sons, 2014Política turísticaAnàlisi conjunt (Màrqueting)Estudis de mercatPolitics of tourismConjoint analysis (Marketing)Market surveysinfo:eu-repo/semantics/article6163012018-02-13info:eu-repo/semantics/openAccess