Resumen de Comparison of Approaches for Measuring Traveler Motivations
Rhonda L. Bonifield, Jiann-Min Jeng, Daniel R. Fesenmaier
Travel researchers commonly use Likert-type scales for measuring individual travel motivations. Researchers have also suggested the use of the Constant-Sum scale, which provides strong trade-offs, as a better approach for measuring travel motivations. More recently, Conjoint Measurement has been recommended as an additional approach for measuring travel motivations. This article compares these three measurement approaches — Likert, Constant-Sum, and Conjoint Measurement — for measuring traveler motivations. Results of the analyses show consistent results for the three scales. However, conventional methods (i.e., Likert and Constant-Sum) yield more consistent results on both the individual and aggregate level of comparison, whereas Conjoint Measurement appears to introduce more error, especially at the individual level. Issues and implications for future travel motivation research are also addressed.
