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

Authors

  • Rubén Huertas-Garcia,

    Corresponding author
    1. Department of Economics and Business Administration, Barcelona University, Barcelona, Spain
    • Correspondence to: Rubén Huertas-García, Department of Economics and Business Administration, Barcelona University, Avda. Diagonal, 696, Barcelona, Spain.

      E-mail: rhuertas@ub.edu

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  • Marta Laguna García,

    1. Department of Administration and Marketing Research, Valladolid University, Segovia, Spain
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  • Carolina Consolación

    1. Department of Business Administration, Technical University of Catalonia, Barcelona, Spain
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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. Copyright © 2012 John Wiley & Sons, Ltd.

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