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An experimental method is described for analyzing the preferences of winter beach vacationers for various destination attributes. Choice alternatives are created in a fractional factorial design consisting of 10 variables, each of which is defined on three levels. The variables describe characteristics of the accommodation, the distance of relevant tourist facilities from the accommodation and price. A second design combines five alternatives at a time into choice sets and labels each alternative as being situated on one of five islands (Barbados, Cuba, Jamaica, Martinique, and St. Vincent). Of all attributes considered, price and distance to beach constitute the most important variables. In addition, results from the experiments can be used to estimate the demand for any destination scenario within the domain of attributes. Hence, the model can be valuable for destination planning and marketing.
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