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Abstract
The key to a hotel's positioning is to understand how it is perceived by its customers. Previous research has focused on cognitive attributes (e.g., price, service quality, amenities), yet it can be argued that customers also use their feelings to differentiate hotels. This study explores the positioning of major hotels on the Las Vegas Strip based on their affective image. By using Multi-Dimensional Scaling (MDS), twelve hotels are mapped based on the photo images. Additionally, a cluster analysis is performed to aid the interpretation of the MDS configuration. Implications of our findings for hospitality managers are discussed.