Consumers' Preferred Criteria for Hotel Online Booking
نویسندگان
چکیده
Online bookings of hotels have increased drastically throughout recent years. Studies in tourism and hospitality have investigated the relevance of hotel attributes influencing choice but did not yet explore them in an online booking setting. This paper presents findings about consumers’ stated preferences for decision criteria from an adaptive conjoint study among 346 respondents. The results show that recommendations of friends and online reviews are the most important factors that influence online hotel booking. Partitioning the importance values of the decision criteria reveals group-specific differences indicating the presence of market segments.
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