Hybrid conjoint analysis as a research technique to measure meeting planners' preferences in hotel selection.
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CONTRIBUTORS:
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JOURNAL:
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YEAR:
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1996
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PUB TYPE:
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Journal Article
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SUBJECT(S):
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Hotel site selection; Hybrid conjoing analysis; Meeting planning
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DISCIPLINE:
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Business/Management
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HTTP:
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LANGUAGE:
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English
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PUB ID:
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103-383-832
(Last edited on
2004/09/20 15:43:22 GMT-6)
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SPONSOR(S):
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ABSTRACT:
This paper addresses the need for measuring the meeting plannerˇ¦s preferences of hotel selection to help hotel management better understand their customersˇ¦ expectations in the meeting business. Using Hybrid Conjoint Analysis (HCA) the authors incorporated meeting plannersˇ¦ tradeoffs in the preference measurement so as to overcome the drawbacks of traditional measurement methods. The HCA methodology is extensively discussed in an attempt to provide readers with a better understanding of this research technique. The findings indicate that meeting planners consider ˇ§price (room rate) rangeˇ¨ as the most important attribute studied, followed by ˇ§hotel location,ˇ¨ ˇ§hotel guestroom comfort,ˇ¨ ˇ§functional properties of meeting rooms,ˇ¨ and ˇ§hotel F&B function.ˇ¨ ˇ§Hotel conference planning procedureˇ¨ is the least preferred attribute. The results also imply that meeting planners prefer room price range at the second lowest level ($50 < P „T $100 per room/night) rather than at the lowest price level (P „T $50 per room/night). The most preferred hotel profile in the study was identified as a reference for hotel operators to improve their meeting packages. HCA model validations were carried out to examine the validity of preference prediction. Finally, the authors explain the implications and some limitations of this research.
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