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The moderating role of context in the effects of choice attributes on hotel choice: A discrete choice experiment

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  • Kim, Dohee
  • Park, Byung-Jin (Robert)

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.

Suggested Citation

  • Kim, Dohee & Park, Byung-Jin (Robert), 2017. "The moderating role of context in the effects of choice attributes on hotel choice: A discrete choice experiment," Tourism Management, Elsevier, vol. 63(C), pages 439-451.
    • Handle: RePEc:eee:touman:v:63:y:2017:i:c:p:439-451
    DOI: 10.1016/j.tourman.2017.07.014
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    References listed on IDEAS

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    2. Karolina Nessel & Szczepan Kościółek & Ewa Wszendybył-Skulska & Sebastian Kopera, 2021. "Benefit segmentation in the tourist accommodation market based on eWOM attribute ratings," Information Technology & Tourism, Springer, vol. 23(2), pages 265-290, June.
    3. Enrique Bigne & Carla Ruiz & Carmen Perez-Cabañero & Antonio Cuenca, 2023. "Are customer star ratings and sentiments aligned? A deep learning study of the customer service experience in tourism destinations," Service Business, Springer;Pan-Pacific Business Association, vol. 17(1), pages 281-314, March.
    4. An, Wookhyun & Alarcón, Silverio, 2021. "Rural tourism preferences in Spain: Best-worst choices," Annals of Tourism Research, Elsevier, vol. 89(C).
    5. Ma, Jun & Nault, Barrie R. & Tu, Yiliu (Paul), 2023. "Customer segmentation, pricing, and lead time decisions: A stochastic-user-equilibrium perspective," International Journal of Production Economics, Elsevier, vol. 264(C).
    6. Qi Chen & Yun Zhang, 2023. "Assessing Tourists’ Preferences and Willingness to Pay for Artificial Beach Park Development and Management: A Choice Experiment Method," Sustainability, MDPI, vol. 15(3), pages 1-17, January.
    7. Viglia, Giampaolo & Dolnicar, Sara, 2020. "A review of experiments in tourism and hospitality," Annals of Tourism Research, Elsevier, vol. 80(C).
    8. Min-Yen Chang & Yi-Sheng Hsu & Han-Shen Chen, 2021. "Choice Experiment Method for Sustainable Tourism in Theme Parks," Sustainability, MDPI, vol. 13(13), pages 1-16, June.
    9. Tsung-Yu Chou, 2022. "A Hybrid FMCDM Approach for the Evaluation and Selection of Homestays," IJERPH, MDPI, vol. 19(14), pages 1-21, July.
    10. Li Cong & Yujun Zhang & Ching-Hui (Joan) Su & Ming-Hsiang Chen & Jinnan Wang, 2019. "Understanding Tourists’ Willingness-to-Pay for Rural Landscape Improvement and Preference Heterogeneity," Sustainability, MDPI, vol. 11(24), pages 1-20, December.
    11. Isabel P Albaladejo & M Teresa Díaz-Delfa, 2021. "The effects of motivations to go to the country on rural accommodation choice: A hybrid discrete choice model," Tourism Economics, , vol. 27(7), pages 1484-1507, November.
    12. Wookhyun An & Silverio Alarcón, 2021. "Inferring customer heterogeneity for rural tourism: A latent class approach based on a best-worst choice modelling," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 67(7), pages 266-276.
    13. Yen-Chieh Chen & Meng-Chien Li & Shou-Der Weng & Yi-Chieh Wang, 2023. "A Descriptive Survey of Atmospheric Music Broadcasting in Hot Spring Hotels and Its Further Marketing Strategy," SAGE Open, , vol. 13(1), pages 21582440221, January.
    14. David Boto-García & Petr Mariel & José Baños Pino & Antonio Alvarez, 2022. "Tourists’ willingness to pay for holiday trip characteristics: A Discrete Choice Experiment," Tourism Economics, , vol. 28(2), pages 349-370, March.
    15. Jerrod Penn & Wuyang Hu, 2021. "Travelers’ value of protective measures against bed bugs in hotels," Tourism Economics, , vol. 27(7), pages 1398-1416, November.
    16. Lee Yen Chaw & Chun Meng Tang, 2019. "Online accommodation booking: what information matters the most to users?," Information Technology & Tourism, Springer, vol. 21(3), pages 369-390, September.
    17. Radu Lixăndroiu & Dana Lupșa-Tătaru, 2023. "Switzerland? The Best Choice for Accommodation in Europe for Skiing in the 2023 Season," Sustainability, MDPI, vol. 15(5), pages 1-17, February.
    18. Kemperman, Astrid, 2021. "A review of research into discrete choice experiments in tourism: Launching the Annals of Tourism Research Curated Collection on Discrete Choice Experiments in Tourism," Annals of Tourism Research, Elsevier, vol. 87(C).
    19. Taneja, Anu & Arora, Anuja, 2019. "Modeling user preferences using neural networks and tensor factorization model," International Journal of Information Management, Elsevier, vol. 45(C), pages 132-148.

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