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Family tourism development in the new era of tourism: Korean tourists’ domestic trip preferences for accommodation, travel duration, destination, and natural environment

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  • Soyeun (Olivia) Lee

    (Macau University of Science and Technology)

  • JooHyang Kim

    (Hannam University)

  • Heesup Han

    (Sejong University)

Abstract

This study identifies the main selection attributes of potential Korean domestic family tourists using a choice experiment (CE) and then figures out how much money they are willing to pay for each attribute. This paper uncovered that there are differences in preference patterns across income level and the presence of children. The family travelers preferred shorter travel times, two nights and 3 days for travel duration, resort/condominium, low media/SNS exposure places, and natural scenery or relaxing. In addition, a strong preference for natural scenery or relaxing induces the highest marginal-willingness-to-pay (MWTP) regardless of the income level and the presence of children. This study has academic significance as it presents the appropriate value estimation for each attribute through MWTP assessment, offering essential foundational data for establishing reasonable pricing for tourism products.

Suggested Citation

  • Soyeun (Olivia) Lee & JooHyang Kim & Heesup Han, 2023. "Family tourism development in the new era of tourism: Korean tourists’ domestic trip preferences for accommodation, travel duration, destination, and natural environment," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-10, December.
    • Handle: RePEc:pal:palcom:v:10:y:2023:i:1:d:10.1057_s41599-023-02148-1
    DOI: 10.1057/s41599-023-02148-1
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    Cited by:

    1. Heesup Han & Hong Ngoc Nguyen & Sanghyeop Lee & Wei Quan, 2024. "Impact of the destination image and government policy responsiveness of China on Korean travelers’ destination trust and behaviors in the post-pandemic era," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-15, December.

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