Chawannuch Neamklin - Undergraduate, Entrepreneurship and Management, Thaksin University, Thailand
Pitchaya Tongurai - Undergraduate, Entrepreneurship and Management, Thaksin University, Thailand
Safuwan Awae - Undergraduate, Entrepreneurship and Management, Thaksin University, Thailand
Sanit Srichookiat - Lecturer, Entrepreneurship and Management, Thaksin University, Thailand
Apinan Aue-aungkul - Lecturer, Entrepreneurship and Management, Thaksin University, Thailand

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.

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