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

Dohee Kim, Byung-Jin Park

Research output: Contribution to journalArticle

13 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)439-451
Number of pages13
JournalTourism Management
Volume63
DOIs
StatePublished - 2017 Dec 1

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Hotels
vacation
experiment
Industry
marketing
Experiments
manager
communication
product development
Product development
segmentation
modeling
Marketing
Managers
effect
attribute
Leisure
Business travellers
Discrete choice experiment
atmosphere

Keywords

  • Choice attributes
  • Choice context
  • D-optimal design
  • Multinomial logit (MNL) model
  • Random parameter logit (RPL) model

Cite this

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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.",
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The moderating role of context in the effects of choice attributes on hotel choice : A discrete choice experiment. / Kim, Dohee; Park, Byung-Jin.

In: Tourism Management, Vol. 63, 01.12.2017, p. 439-451.

Research output: Contribution to journalArticle

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