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The market position: mapping guests' perceptions of hotel operations

The market position: mapping guests' perceptions of hotel operations

Cornell Hotel and Restaurant Administration Quarterly 26(2): 86-99

This article concludes a 6 part series demonstrating the many uses and means of analyzing market research data for the US hospitality industry. Two statistical techniques are explained which together allow a given hotel to be placed on the cognitive map of consumer perception. Discriminant analysis reveals how guests perceive hotels as differentiated from each other.

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Accession: 001489354

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DOI: 10.1177/001088048502600222

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