Direct Hotel Booking Choice in Hong Kong: 2026 Dissertation Dataset

This dataset contains fieldwork results and discrete choice experiment (DCE) data investigating consumer preferences for direct hotel bookings versus Online Travel Agencies (OTAs) in the Hong Kong market. Dataset Overview - File Name: Direct_Booking_Study_Dataset.xlsx - Sample Size: 400 Verified Respondents - Observations: 9,600 Discrete Choice Experiment (DCE) rows - Context: Hong Kong Hospitality Sector (2026) Structure 1. README_Survey: Data integrity protocols and study overview. 2. Objective_Map: Mapping of research objectives to specific data variables. 3. Codebook: Definitions and Likert scales for all 60+ psychological and behavioral variables. 4. Survey_Responses: Respondent demographics (Age, Gender, Residency, Travel Purpose) and perceptual indicators. 5. DCE_Choices: Choice-set data analyzing trade-offs between price, loyalty, and flexibility. 6. Analysis_Summary: Statistical means and initial performance proxies. Methodology - Design: Post-positivist, deductive, quantitative cross-sectional survey. - Analysis: Multinomial Logit (MNL) ready, Regression-compatible. - Key Focus: Digital trust, value-driven incentives, and channel effectiveness.