TY - JOUR
T1 - An Affective Image Positioning of Las Vegas Hotels
AU - Ro, Heejung
AU - Lee, Suna
AU - Mattila, Anna S.
N1 - Funding Information:
The research of R.M.A. Silva was partially supported by the Brazilian National Council for Scientific and Technological Development (CNPq), the Foundation for Support of Research of the State of Minas Gerais, Brazil (FAPEMIG), Co-ordena¸cão de Aperfei¸coamento de Pessoal de Ńıvel Superior, Brazil (CAPES), and Funda¸cão de Apoio ao Desenvolvimento da UFPE, Brazil (FADE).
PY - 2013/7
Y1 - 2013/7
N2 - The key to a hotel's positioning is to understand how it is perceived by its customers. Previous research has focused on cognitive attributes (e.g., price, service quality, amenities), yet it can be argued that customers also use their feelings to differentiate hotels. This study explores the positioning of major hotels on the Las Vegas Strip based on their affective image. By using Multi-Dimensional Scaling (MDS), twelve hotels are mapped based on the photo images. Additionally, a cluster analysis is performed to aid the interpretation of the MDS configuration. Implications of our findings for hospitality managers are discussed.
AB - The key to a hotel's positioning is to understand how it is perceived by its customers. Previous research has focused on cognitive attributes (e.g., price, service quality, amenities), yet it can be argued that customers also use their feelings to differentiate hotels. This study explores the positioning of major hotels on the Las Vegas Strip based on their affective image. By using Multi-Dimensional Scaling (MDS), twelve hotels are mapped based on the photo images. Additionally, a cluster analysis is performed to aid the interpretation of the MDS configuration. Implications of our findings for hospitality managers are discussed.
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U2 - 10.1080/1528008X.2013.802577
DO - 10.1080/1528008X.2013.802577
M3 - Article
AN - SCOPUS:84883615006
SN - 1528-008X
VL - 14
SP - 201
EP - 217
JO - Journal of Quality Assurance in Hospitality and Tourism
JF - Journal of Quality Assurance in Hospitality and Tourism
IS - 3
ER -