CWHOColumbus Women's Health Organization
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This is [TABULAR DATA OMITTED] between CPURP and CWHO, and is plausible because changes from business to leisure travel often involve a change in the sponsor of lodging charges for the trip.
As conjectured above, this probably relates to differences in lodging brand availability across geographic regions (cf Bucklin 1972).(8) The other CONTEXT effects of CWHO, CTRAN, CPAY, CPURP, CKIDS and CATOWN also all have the expected significant, positive impact on brand switching.
If a change in who pays for the accommodations results in switching to a lower price brand, then there may be an interaction effect between CWHO and IPRICE (or its counterpart price-decrease variable).