Evaluating tourists' preferences for attributes of thematic itineraries: Holy folklore statue in Kinmen. (April 2019)

• Record Type: Journal Article
• Authors: Tsai, Tsung-Hsien; Chen, Chien-Min
• Is Part Of: Tourism management perspectives. Volume 30(2019)
• Page Start: 208
• Page End: 219
• Publication Date: 2019-04
• Subjects: Thematic itinerary -- Holy folklore statue -- Choice preferences -- Logit model -- Tourism planning -- Policy simulation; Tourism -- Periodicals; 338.4791
• DOI: 10.1016/j.tmp.2019.02.010
• Languages: English
• ISSNs: 2211-9736

Abstract

Abstract: The aim of this study is to explore preferences of thematic itineraries from tourists' perspectives. As traditional Chinese holy folklore creatures normally concretized as stone statue, these statues with spiritual power are perceived to be apotheosis and are deemed unique tourism resources. This study utilizes holy lion statues as an example of thematic itineraries. A conceptual framework of three dimensions with eight attributes is proposed. A stated preference experiment is then conducted and 352 valid samples are collected. The data are analyzed via logit models with the consideration of tourists' heterogeneity. Ultimately, the empirical findings show that latent class model (LCM) is capable of explaining tourists' behavior. Explanations rendered by tour guides, visiting authentic statues, appreciating exhibitions, participating in related activities, buying souvenirs, enjoying food and beverage, and fees are critical factors in the selection of a thematic itinerary. The simulation using LCM further shows positive effects of service improvement. Highlights: This paper investigates service attributes of a thematic itinerary Attributes are explanation, authenticity, performance, interactions, souvenir, food & beverage, duration, and fees Logit-based choice models are applied to reveal the effects of the attributes. Latent class model is shown to be capable of explaining tourists' behaviors. A simulation is further conducted to reveal the benefits of service improvement.