Attribute Importance Research in Travel and Tourism: Are We Following Accepted Guidelines?

The purpose of this study is to examine the reporting practices and potential challenges in the measurement of attribute importance in travel and tourism research. The results indicate that a majority of studies evaluated in this study utilized Likert scaling which has a tendency to produce end-piling or upward bias. As such, it becomes more difficult to identify meaningful differences among attributes. Recommendations for addressing this potential limitation and for better reporting of results are provided