An empirical study of tourist preferences using conjoint analysis


Tourism and hospitality have become key global economic activities as expectations with regard to our use of leisure time have evolved, attributing greater meaning to our free time. While the growth in tourism has been impressive, India's share in total global tourism arrivals and earnings is quite insignificant. It is an accepted fact that India has tremendous potential for development of tourism. This anomaly and the various underlying factors responsible for it are the focus of our study. The objective being determination of customer preferences for multi attribute hybrid services like tourism, so as to enable the state tourism board to deliver a desired combination of intrinsic attributes, helping it to create a sustainable competitive advantage, leading to greater customer satisfaction and positive word of mouth. Conjoint analysis has been used for this purpose, which estimates the structure of a consumer’s preferences, given his/her overall evaluations of a set of alternatives that are pre-specified in terms of levels of different attributes.

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    • "applications in determining customer decision making process on product preferences in marketing research (Eylem, Sevil, & Gülay, 2007; Ceylan, 2013; Grünwald, 2012; Kwadzo, Dadzie, Osei-Asare, & Kuwornu, 2013; Carneiro et al., 2012; Barnes, Chan- Halbrendt, Zhang, & Abejon, 2011; Hondori, Javanshir, & Rabani, 2013; Kurtović, Čičić, & Agić, 2008). Its use has extended not only in the realm of business but its application has been proven in social science researches on choice related study in health (Lee et al., 2012; Van Houtven et al., 2011; Bridges et al., 2012; Goossens, Bossuyt, & de Haan, 2008), agriculture (Schnettler, 2012; Zardari & Cordery, 2012), human resource development (Urban, 2013), tourism (Tripathi & Siddiqui, 2010; Hu & Hiemstra, 1996; Ring, Dickinger, & Wöber, 2009, Lopes, 2012), and education (Banoglu, 2012; Nazari & Elahi, 2012; Dağhan & Akkoyunlu, 2012; Kusumawati, 2011) among others. "
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    DESCRIPTION: Abstract - Private higher education institutions (HEIs) have the unique characteristic of being an institution of higher learning and a business entity at the same time. As a business entity, enrollment is the lifeblood of all HEIs that supports all of its other functions. True of any business, attracting customer and retaining them are the most important aspects that determine its profitability. In the case of HEIs, this means convincing prospective students to enroll and upon entering the institution, retain them until graduation. For this reason, it is important to know what drives student’s decision to stay or leave the institution. By understanding the different factors affecting students’ attrition and retention decision, the university will be able to effectively make strategic adjustments leading to high retention rate among its clientele: the students. Using the marketing research method called Conjoint Analysis, a tool for identifying underlying preference of consumer and the trade-offs they make, the research determined the students’ decision making process related to retention and attrition. The research found that quality of education is the most important factor determining retention and attrition among students. Nevertheless, quality of faculty and increase in total fees significantly impacts students’ decision to stay or leave a university as well. Communicating and emphasizing the HEI’s excellent quality education at every level is the most important strategy that the institution can adopt.
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    • "However, despite its importance, the study of tourism shopping is still in an exploratory stage (Jansen-Verbeke, 1998). Still fewer facts are known about the actual behaviour and expectations of tourists, and what influences their preferences and behaviours (Heung and Qu, 1998; Jansen-Verbeke, 1991; Lehto et al., 2004; Quintal et al., 2010; Tripathi and Siddiqui, 2010) and their intention to purchase. Intention to purchase may be defined as the behavioural intention of consumers to behave in a certain way with regard to spending time in a shopping facility, interacting with sales associates and products, and possibly purchasing products and services (Yu and Littrell, 2003). "
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    International Journal of Indian Culture and Business Management 05/2013; 6(3):314-329. DOI:10.1504/IJICBM.2013.053105
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    Journal of Service Science and Management 01/2011; 04(04). DOI:10.4236/jssm.2011.44053
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