부산대학교 도서관

The purpose of this study is to research the online accommodation selection attribute by use of conjoint analysis techniques. The research design was a full profile method. The results indicated that price was the most importance of selection attributes followed by cancellation policy, cancellation fee, payment method when customers choosing the accommodation by online. Also the best combination of the online accommodation by customers was ‘book now & pay online with a credit card’, ‘non-cancelable’, ‘none cancellation fee and ’lowest price’. The research provided an important starting point for marketing policy of online accommodation.