Investigation of capsule hotel choice attributes: using choice experiment method

This study examined the characteristics of capsule hotel selection. In order to accomplish the purpose of this study, selective experiment method was used and an essential optional attribute of capsule hotel was derived through interview with experts. This study used Amazon Mechanical Turk for data collection and the mixed measurement method was used for the main measurement tools. We also implemented a multiple dependent logit model by the soundness test and derived the room size, additional service, accessibility and price as the main selection attributes. Research has found that price, accessibility, and service are important attributes to explain consumer choice. Prices have a negative impact on capsule hotel availability, but accessibility and additional services have a positive impact on the likelihood of capsule hotel selection.