Conjoint Analysis on the Attributes Affecting the Customers' Preference of Hotel Accommodation

Hotel is an essential establishment that can offer lodging to travellers and accommodation for meetings/events. However due to the instability of the market in hotel, in addition to the COVID-19 pandemic, there is an increase of competition in the industry. In order to cope with this problem, hotels tend to increase its quality and services in order to meet the ideal preference of the customer. The study aimed to determine the combination of hotel attributes that the customer deemed preferred using a Conjoint Analysis Approach. The study specifically utilized attributes like price, accessibility to nearest landmark, inclusivity of breakfast, amenities, and dining options. The results show that the price was the most preferred attributes by the customer (40.787%), followed by the inclusivity of breakfast (32.913%), accessibility to nearest landmark (15.433%), hotel amenities (8.504%), and the least preferred is the dining options (2.362%). The outcome will be beneficial to the hotel owners and manager on the customer preference on the attributes.