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The Hierarchization of Product Attributes: Hotel Managers in the Decision and Purchasing Processes of Consumers – The Case of Outbound Markets of Porto

The Hierarchization of Product Attributes: Hotel Managers in the Decision and Purchasing Processes of Consumers – The Case of Outbound Markets of Porto
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Author(s): Inês Guerra Alves (Estoril Higher Institute for Tourism and Hotel Studies, Portugal)
Copyright: 2022
Pages: 22
Source title: Optimizing Digital Solutions for Hyper-Personalization in Tourism and Hospitality
Source Author(s)/Editor(s): Nuno Gustavo (Estoril Higher Institute for Tourism and Hotel Studies, Portugal), João Pronto (Estoril Higher Institute for Tourism and Hotel Studies, Portugal), Luísa Carvalho (Polytechnic Institute of Setúbal, Portugal & and CEFAGE, University of Évora, Portugal)and Miguel Belo (Lisbon University, Portugal & Portuguese National Funding Agency for Science, Research, and Technology, Portugal)
DOI: 10.4018/978-1-7998-8306-7.ch014

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Abstract

This study aims to investigate which hotels' attributes are most valued by the guests of the main markets of Porto. The guests' knowledge, preferences, and needs are crucial data that impact customer satisfaction. As a people-to-people industry, the hotel industry must consider the heterogeneity of its markets and invest in improving its services, considering the aspects they value. However, is the heterogeneity pronounced that much? Or are there any similarities between markets? Guests do not have similar satisfaction levels, so to guarantee the best experience for the most significant number of customers, these should be studied by market segments, once individual study would be impracticable. Through the comments made on the Booking.com, following the assumption that guests comment on what they value, the attributes that guests of different nationalities refer to Porto hotels have been collected. From the analysis of all the collected data, it can be concluded that all the main markets' value attributes and the fundamental differences are based on the hierarchy of these attributes.

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