Title

An Affective Image Positioning Of Las Vegas Hotels

Keywords

affect; cluster analysis; image; Las Vegas; multi-dimensional scaling; positioning

Abstract

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. © 2013 Taylor and Francis Group, LLC.

Publication Date

7-1-2013

Publication Title

Journal of Quality Assurance in Hospitality and Tourism

Volume

14

Issue

3

Number of Pages

201-217

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1080/1528008X.2013.802577

Socpus ID

84883615006 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/84883615006

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