The use of trade-off analysis for the design of holiday travel packages
1988; Elsevier BV; Volume: 17; Issue: 2 Linguagem: Inglês
10.1016/0148-2963(88)90047-1
ISSN1873-7978
AutoresHans Mühlbacher, Günther Botschen,
Tópico(s)Cognitive and psychological constructs research
ResumoA model of consumer holiday travel package awareness, preference, and choice presented in the first part is applied to learn the destinations competing with Tirol, Austria, for 1987 summer holiday visitors. Open-ended unaided awareness questions were used to measure holiday destination competitors and the relative top-of-mind-shares of Tirol among different target markets. A constant-sum question was used to measure preferences for each respondent toward the destinations he or she was most aware of. Conjoint analysis was used to measure the relative importance of five relevant holiday package features: choice of destination, type of accommodations, number of nights at the destination, total cost per day of the trip, and kind of vacation considered. Cluster analysis based on these relative importances and on the relative utilities of feature categories/levels revealed different consumer segments to be addressed differently with summer holiday package offers.
Referência(s)