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Choice Experiment Method for Sustainable Tourism in Theme Parks

Author

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  • Min-Yen Chang

    (Department of Accounting, Jiaxing University, Jiaxing 314001, China)

  • Yi-Sheng Hsu

    (Department of Health Diet and Industry Management, Chung Shan Medical University, Taichung City 40201, Taiwan)

  • Han-Shen Chen

    (Department of Health Diet and Industry Management, Chung Shan Medical University, Taichung City 40201, Taiwan
    Department of Medical Management, Chung Shan Medical University Hospital, Taichung City 40201, Taiwan)

Abstract

Previous relevant studies on theme parks lack an exploration of various tourism attributes, e.g., recreational facilities, themes, wait times, fast pass drawings, and pricing, etc., all of which inspired the research motivation of this study. First, the Choice Experiment (CE) method explores tourists’ preferences for theme park attributes. Second, the Conditional Logit (CL) and Random Parameter Logit (RPL) models explore the differences in tourists’ willingness to pay (WTP) for various attributes from the perspective of their socioeconomic background. We used purposive sampling to survey questionnaire answers face-to-face in Taiwan, and a total of 680 questionnaires were issued, of which, 549 copies are valid, with an effective recovery rate of 80.7%. The research findings suggest the following: (1) The most valued theme park attributes for consumers are the recreational facilities, followed by theme characteristics, and fast pass drawing. (2) Regarding the respondents’ WTP for various attributes, they are willing to pay the highest price for thrilling recreational facilities, then for unlimited fast pass services, and cartoon character themes. (3) Respondents believe that if thrilling recreational facilities and fast pass drawing are available at the same time, then the overall effectiveness will be improved. (4) Respondents relatively have no purchase intention for fast pass drawing. It is hoped that the research findings can provide theme park operators reference basis for making plans and decisions.

Suggested Citation

  • Min-Yen Chang & Yi-Sheng Hsu & Han-Shen Chen, 2021. "Choice Experiment Method for Sustainable Tourism in Theme Parks," Sustainability, MDPI, vol. 13(13), pages 1-16, June.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:13:p:7146-:d:582116
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    Cited by:

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    2. Xiaohuan Wang & Zhi-Ping Fan & Haibin Li & Yujie Li, 2023. "Discriminatory Pricing Strategy for Sustainable Tourism in Theme Parks considering Visitors’ Price Fairness and Service Value Perceptions," Sustainability, MDPI, vol. 15(19), pages 1-19, September.
    3. Weiwei Zhang & Lingling Jiang, 2021. "Effects of High-Speed Rail on Sustainable Development of Urban Tourism: Evidence from Discrete Choice Model of Chinese Tourists’ Preference for City Destinations," Sustainability, MDPI, vol. 13(19), pages 1-19, September.

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