Relative Importance of Hotel Attributes between Recreation-oriented and Task-Oriented Purpose: Best-Worst Scaling

This study aims to investigate the relative importance of hotel attributes, which travelers use as a criterion for hotel selection. The main proposition hypothesizes that travelers would make a different consideration among hotel attributes based on their trip purpose, such as recreation-oriented versus task-oriented destination. The best-worst scaling technique is applied to evaluate travelers’ individual preferences among hotel attributes. The investigation witnesses the different priorities of attributes that travelers place on in different orientations. For recreation-oriented situations, travelers pay attention to room physical condition, room facility, location, room interior, and price. For task-oriented situation, travelers emphasize on price, location, room facility, personnel service, and security. The result guides practitioners to focus on some relevant attributes in response to their target market.

کلیدواژه ها:

Hotel Attribute ، Best-Worst Scaling ، Business traveler ، Leisure traveler