Hotel Positioning Similarity

What it measures

A multiple-item Likert-type scale designed to measure a consumer's belief that two particular hotels are similar in various ways.

Response format

7-point Likert scale

Scale items

• The look of the two hotel rooms was similar.
• The two hotels would look similar on the outside.
• The two hotels would offer similar levels of customer service.
• The two hotels would have similar features.
• The two hotels would have an exercise room of similar quality.
• The images of the two hotels would be similar.
• Overall, the two hotels were similar.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Internal consistency (alpha = .84) was reported in the primary study. Formal validity assessment was not reported by the original authors.

Citation

Biehal, Gabriel J. and Daniel A. Sheinin (2007), “The Influence of Corporate Messages on the Product Portfolio,” Journal of Marketing, 71 (3), 12-25.

Keywords