IDEAS home Printed from https://ideas.repec.org/a/wly/agribz/v19y2003i4p525-538.html
   My bibliography  Save this article

Targeting tourists with state branding programs

Author

Listed:
  • Paul M. Patterson

    (Morrison School of Agribusiness & Resource Management, Arizona State University, 7001 E. Williams Field Road, Mesa, Arizona 85212. E-mail: paul.patterson@asu.edu)

  • Timothy J. Burkink

    (Department of Management and Marketing, University of Nebraska at Kearney, Kearney, Nebraska 68849-4430. E-mail: burkinktj@unk.edu)

  • Rozlyn S. Lipsey

    (Southwest Asset Solutions, Inc., 2821 E. Camelback Road, #600, Phoenix, Arizona 85016. E-mail: roz@superiormarble.com)

  • Jason Lipsey

    (Southwest Asset Solutions, Inc., 2821 E. Camelback Road, #600, Phoenix, Arizona 85016. E-mail: Jason@swassetsolutions.com)

  • Richard W. Roth

    (IX Ranch, Big Sandy, Montana 59520. E-mail: rroth@ixranch.com)

  • Mary Kay Martin

    (Arizona State Fair, 1826 West McDowell Road, Phoenix, Arizona 85007. E-mail: marym.azstatefair.com)

Abstract

The value tourists place on state of origin, as conveyed through a state brand or a description of origin, was evaluated for restaurant menu items and gift shop items. The implicit prices for the Arizona Grown logo and an Arizona origin description were determined through a conjoint analysis experiment. It was determined that tourists do value information on the local origin of their menu selections. Similarly, buyers of salsa and candy also value local origin. These findings suggest new marketing opportunities for Arizona farmers and retail outlets. They also provide some justification for charging a licensing fee for participants in a branding program. [EconLit citations: Q130, M300]. © 2003 Wiley Periodicals, Inc. Agribusiness 19: 525-538, 2003.

Suggested Citation

  • Paul M. Patterson & Timothy J. Burkink & Rozlyn S. Lipsey & Jason Lipsey & Richard W. Roth & Mary Kay Martin, 2003. "Targeting tourists with state branding programs," Agribusiness, John Wiley & Sons, Ltd., vol. 19(4), pages 525-538.
    • Handle: RePEc:wly:agribz:v:19:y:2003:i:4:p:525-538
    DOI: 10.1002/agr.10073
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1002/agr.10073
    File Function: Link to full text; subscription required
    Download Restriction: no
    File URL: https://libkey.io/10.1002/agr.10073?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Stevens, Thomas H. & Barrett, Christopher B. & Willis, Cleve E., 1997. "Conjoint Analysis Of Groundwater Protection Programs," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 26(2), pages 1-8, October.
    2. Steven Salop & Joseph Stiglitz, 1977. "Bargains and Ripoffs: A Model of Monopolistically Competitive Price Dispersion," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 44(3), pages 493-510.
    3. Roe, Brian & Boyle, Kevin J. & Teisl, Mario F., 1996. "Using Conjoint Analysis to Derive Estimates of Compensating Variation," Journal of Environmental Economics and Management, Elsevier, vol. 31(2), pages 145-159, September.
    4. Green, Paul E, 1974. "On the Design of Choice Experiments Involving Multifactor Alternatives," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 1(2), pages 61-68, Se.
    5. Samuel Gejdenson & Charles Schumer, 1999. "Consumers in a box: A consumer report on cereal," Agribusiness, John Wiley & Sons, Ltd., vol. 15(2), pages 207-218.
    6. Stevens, Thomas H. & Barrett, Christopher & Willis, Cleve E., 1997. "Conjoint Analysis of Groundwater Protection Programs," Agricultural and Resource Economics Review, Cambridge University Press, vol. 26(2), pages 229-236, October.
    7. Jekanowski, Mark D. & Williams, Daniel R. & Schiek, William A., 2000. "Consumers’ Willingness to Purchase Locally Produced Agricultural Products: An Analysis of an Indiana Survey," Agricultural and Resource Economics Review, Cambridge University Press, vol. 29(1), pages 43-53, April.
    8. Jekanowski, Mark D. & Williams, Daniel R., II & Schiek, William A., 2000. "Consumers' Willingness To Purchase Locally Produced Agricultural Products: An Analysis Of An Indiana Survey," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 29(1), pages 1-11, April.
    9. Adelaja, Adesoji O. & Brumfield, Robin G. & Lininger, Kimberly, 1990. "Product Differentiation And State Promotion Of Farm Produce: An Analysis Of The Jersey Fresh Tomato," Journal of Food Distribution Research, Food Distribution Research Society, vol. 21(3), pages 1-14, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Martinez, Samuel Cardona & Patterson, Paul M., 2004. "Evaluating The Potential For Local Food Products In Hispanic Markets," 2004 Annual meeting, August 1-4, Denver, CO 20372, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    2. Patterson, Paul M. & Martinez, Samuel Cardona, 2004. "State and Origin Branding in Hispanic Food Markets," Journal of Food Distribution Research, Food Distribution Research Society, vol. 35(3), pages 1-12, November.
    3. Govindasamy, Ramu & Schilling, Brian J. & Sullivan, Kevin P. & Turvey, Calum G. & Brown, Logan & Puduri, Venkata S., 2004. "Returns to the Jersey Fresh Promotional Program: The Impacts of Promotional Expenditures on Farm Cash Receipts in New Jersey," P Series 36728, Rutgers University, Department of Agricultural, Food and Resource Economics.
    4. Govindasamy, Ramu & Sullivan, Kevin P. & Puduri, Venkata S. & Schilling, Brian J. & Brown, Logan, 2005. "Consumer Awareness of the Jersey Fresh Promotional Program," P Series 36729, Rutgers University, Department of Agricultural, Food and Resource Economics.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Milena Pavlova & Wim Groot & Godefridus Merode, 2005. "An Application of Rating Conjoint Analysis to Study the Importance of Quality-, Access- and Price-attributes to Health Care Consumers," Economic Change and Restructuring, Springer, vol. 37(3), pages 267-286, September.
    2. Patterson, Paul M. & Martinez, Samuel Cardona, 2004. "State and Origin Branding in Hispanic Food Markets," Journal of Food Distribution Research, Food Distribution Research Society, vol. 35(3), pages 1-12, November.
    3. Chunhua Wang & Changdong Zhang & Yong Wang, 2020. "Environmental satisfaction among residents in Chinese cities," Empirical Economics, Springer, vol. 59(5), pages 2283-2301, November.
    4. Harrison, R. Wes & Gillespie, Jeffrey & Fields, Deacue, 2005. "Analysis of Cardinal and Ordinal Assumptions in Conjoint Analysis," Agricultural and Resource Economics Review, Cambridge University Press, vol. 34(2), pages 238-252, October.
    5. Oliver Froer, 2003. "Using Stated Preference Methods for Biodiversity Valuation. A critical analysis," Diskussionspapiere aus dem Institut für Volkswirtschaftslehre der Universität Hohenheim 217/2003, Department of Economics, University of Hohenheim, Germany.
    6. Haefele, Michelle A. & Loomis, John B., 1999. "A Comparison Of Conjoint Ratings And Rankings: An Application For Passive Use Values Of Forest Health," 1999 Annual Meeting, July 11-14, 1999, Fargo, ND 35729, Western Agricultural Economics Association.
    7. John C. Whitehead & George Van Houtven, "undated". "Methods for Valuing the Benefits of the Safe Drinking Water Act: Review and Assessment," Working Papers 9705, East Carolina University, Department of Economics.
    8. Edward Morey & Kathleen Greer Rossmann, 2003. "Using Stated-Preference Questions to Investigate Variations in Willingness to Pay for Preserving Marble Monuments: Classic Heterogeneity, Random Parameters, and Mixture Models," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 27(3), pages 215-229, November.
    9. Harrison, R. Wes & Gillespie, Jeffrey M. & Fields, Deacue, 2001. "Theoretical And Empirical Considerations Of Eliciting Preferences And Model Estimation In Conjoint Analysis," 2001 Annual meeting, August 5-8, Chicago, IL 20680, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    10. Mathews, Leah Greden & Kask, Susan B. & Stewart, Steve, 2004. "The Value Of The View: Valuing Scenic Quality Using Choice And Contingent Valuation Models," 2004 Annual meeting, August 1-4, Denver, CO 20049, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    11. Swallow, Stephen K. & Opaluch, James J. & Weaver, Thomas F., 2001. "Strength-of-Preference Indicators and an Ordered-Response Model for Ordinarily Dichotomous, Discrete Choice Data," Journal of Environmental Economics and Management, Elsevier, vol. 41(1), pages 70-93, January.
    12. repec:ebl:ecbull:v:17:y:2005:i:7:p:1-15 is not listed on IDEAS
    13. Casey, James F. & Kahn, James R. & Rivas, Alexandre A.F., 2008. "Willingness to accept compensation for the environmental risks of oil transport on the Amazon: A choice modeling experiment," Ecological Economics, Elsevier, vol. 67(4), pages 552-559, November.
    14. Schulz, Lee L. & Schroeder, Ted C. & White, Katharine L., 2012. "Value of Beef Steak Branding: Hedonic Analysis of Retail Scanner Data," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 41(2), pages 1-14, August.
    15. Frank Goedertier & Bert Weijters & Joeri Van den Bergh, 2024. "Are Consumers Equally Willing to Pay More for Brands That Aim for Sustainability, Positive Societal Contribution, and Inclusivity as for Brands That Are Perceived as Exclusive? Generational, Gender, a," Sustainability, MDPI, vol. 16(9), pages 1-20, May.
    16. Minten, Bart & Singh, K.M. & Sutradhar, Rajib, 2011. "Branding in food retail of high value crops in Asia: Case of Makhana from Bihar (India)," MPRA Paper 54334, University Library of Munich, Germany, revised 31 Jan 2011.
    17. Kanokwan Chancharoenchai & Wuthiya Saraithong, 2022. "Sustainable Development of Cassava Value Chain through the Promotion of Locally Sourced Chips," Sustainability, MDPI, vol. 14(21), pages 1-18, November.
    18. Carlos E. Carpio & Olga Isengildina-Massa, 2009. "Consumer willingness to pay for locally grown products: the case of South Carolina," Agribusiness, John Wiley & Sons, Ltd., vol. 25(3), pages 412-426.
    19. Heise, Heinke & Pirsich, Wiebke & Theuvsen, Ludwig, 2014. "Criteria-Based Evaluation Of Selected European Animal Welfare Labels: Initiatives From The Poultry Meat Sector," 2014 AAEA/EAAE/CAES Joint Symposium: Social Networks, Social Media and the Economics of Food, May 29-30, 2014, Montreal, Canada 174340, Agricultural and Applied Economics Association.
    20. Lydia Zepeda & Anna Reznickova & Willow Russell, 2013. "CSA membership and psychological needs fulfillment: an application of self-determination theory," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 30(4), pages 605-614, December.
    21. Loureiro, Maria L. & Hine, Susan, 2002. "Discovering Niche Markets: A Comparison of Consumer Willingness to Pay for Local (Colorado Grown), Organic, and GMO-Free Products," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 34(3), pages 477-487, December.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wly:agribz:v:19:y:2003:i:4:p:525-538. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1520-6297 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.