국내 비즈니스 여행자를 위한 중가호텔 상품개발

Product Development for Domestic Business Traveller In Mid-priced Hotels: Application of Conjoint Analysis

In recent years, the business travellers have come to represent an important segment within the hotel industry. Most major hotels do rely on them for a notable proportion of their turnover. Authors exert to find domestic business travellers' relevant importance of attributes and preferences of attributes' level, while developing an ideal product of mid-priced hotel for domestic business travellers. Focus group interview and hybrid conjoint analysis were employed. Writers state what level of attributes is considered most important to domestic business travellers, suggesting the ideal mid-priced hotel product for domestic business travellers. Hybrid conjoint analysis models validations were done to examine the validity of preference prediction and results were found significant.