The purposes of the research reported in this article were to measure consumer preferences for different visitor information center attributes, to examine the importance of these attributes for travelers as compared to center managers, and to determine the best location for a proposed new visitor information center in Colorado. The data collection included an open-ended attribute identification task, a Likert assessment to determine the impor tance of the identified attributes, and a conjoint experiment to determine more specifically the importance of selected center access attributes. The key center attributes were ease of access into the center, ease of access back onto the interstate, and distance from the interstate. Distance from the state border and location vis-à-vis the first exit with extensive services were not important to travelers. Visitation estimates as a function of traffic flow and center attractiveness were then calculated for each of the proposed sites for the new center.
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