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.

Keywords:

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