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SSCI Article

The moderating role of context in the effects of choice attributes on hotel choice: A discrete choic
Author Park, Byung-Jin (Robert) (Sch Business);
Corresponding Author Info Kim, D (reprint author), Hallym Univ, Coll Business Adm, Dept Business Adm, 1 Hallymdaehak Gil, Chunchen 24252, Gangwon Do, South Korea.
E-mail 씠硫붿씪 븘씠肄dhkim12@hanyang.ac.kr 씠硫붿씪 븘씠肄 bjpar11@hanyang.ac.kr
Document Type Article
Source TOURISM MANAGEMENT Volume:63 Issue: Pages:439-451 Published:2017
Times Cited 0
External Information PDF 븘씠肄http://dx.doi.org/10.1016/j.tourman.2017.07.014
Abstract This study used discrete choice modeling to identify the moderating role of context in the effects of cognitive, affective, and sensory attributes on hotel choice. To evaluate a hotel consumer's choice for attributes in a different choice context (leisure vs. business), a stated preference experiment based on D optimal design was conducted using both a multinomial logit (MNL) model and a random parameter logit (RPL) model. The results show that while leisure travelers' choices for family vacation trips were more influenced by price and overall atmosphere than were business travelers', business travelers put an emphasis on room quality and comfort when on a business trip alone. The study demonstrates the trade-offs made by leisure and business travelers when choosing a hotel through discrete choice modeling. The findings provide hotel managers with important insights and implications in terms of target segmentation, product development, and marketing communication strategy. (C) 2017 Elsevier Ltd. All rights reserved.
Web of Science Categories Environmental Studies; Hospitality, Leisure, Sport & Tourism; Management
Funding Hallym University Research Fund [HRF-201411-005]
Language English
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