This paper makes novel use of Heckman's sample selection methodology in modelling tourists' choices for cultural heritage attractions. The data used were collected as part of a discrete choice experiment which examined tourists' preferences for two heritage sites: the Knossos Palace and the Heraklion Archaeological Museum, both located on the island of Crete. In particular, the study addresses the possible discrepancies that may have arisen from the fact that the sample population may not have been random, but rather selected systematically as a result of the unobserved effect of the repeat visitation phenomenon. The empirical evidence presented suggests that the correction for sample selection provides a venue for further target audience selection for managers and policy makers. In particular, the main implication to emerge from the analysis is that the two heritage attractions, contrary to the general perception, are part of a tourism demand continuum. As a result, policy makers can capitalize on tourists' different perceptions in their promotion strategies for the two attractions by promoting the Heraklion Archaeological Museum to first-time visitors and the Knossos Palace to repeat visitors to Crete.
ApostolakisA. (2003), ‘The convergence process in heritage tourism’, Annals of Tourism Research, Vol 30, No 4, pp 795–812.
2.
ApostolakisA.JaffryS. (2005), ‘A choice modelling application for Greek heritage attractions’, Journal of Travel Research, Vol 43, pp 309–318.
3.
BennettJ.W. (1999), Some Fundamentals of Environmental Choice Modelling: Choice Modelling Reports, Research Report No 11, School of Economics & Management, University College, University of New South Wales, Canberra.
4.
BourdieuP. (1986), Distinction: A Social Critique of the Judgement of Taste, Routledge, London.
5.
BurnettA.ReeveJ. (2001), Behind the Scenes at the British Museum, British Museum Press, London.
6.
CostaP.ManenteM. (1995), ‘Venice and its visitors: A survey and a model of qualitative choice’, Journal of Travel & Tourism Marketing, Vol 4, pp 45–69.
7.
CzujackC.MartinsM.F. (2004), ‘Do art specialists form unbiased pre-sale estimates? An application for Picasso paintings’, Applied Economics Letters, Vol 11, pp 245–249.
8.
DarnellA.JohnsonP.ThomasR. (1998), ‘The demand for local government authority museums; management issues and hard evidence’, Local Government Studies, Vol 24, No 4, pp 77–94.
9.
DarnellA.JohnsonP. (2001), ‘Repeat visits to attractions: A preliminary economic analysis’, Tourism Management, Vol 22, pp 119–126.
10.
DellaertB.BorgersA.TimmermansH. (1995), ‘A day in the city: Using conjoint choice experiments to model urban tourists' choice of activity packages’, Tourism Management, Vol 16, No 3, pp 347–353.
11.
DiMaggioP. (1996), ‘Are art museum visitors different from other people? The relationship between attendance and social and political attitudes in the United States’, Poetics, Vol 24, pp 161–180.
12.
EnglishD. (1997), ‘Effects of sample selection on estimation of economic impacts of outdoor recreation’, Review of Regional Studies, Vol 27, No 3, pp 219–236.
13.
GrijalvaT.BerrensR.BoharaA.ShawW. (2002), ‘Testing the validity of contingent behavior trip responses’, American Journal of Agricultural Economics, Vol 84, No 2, pp 401–414.
HanleyN.MouratoS.WrightR.E. (1999), ‘Choice modeling approaches: A superior alternative for environmental valuation?’, Plenary Paper, Conference of the European Association of Environmental and Resource Economists, Oslo, 25–27 June.
16.
HeckmanJ. (1979), ‘Sample selection bias as a specification error’, Econometrica, Vol 47, pp 153–161.
17.
HewisonR. (1987), The Heritage Industry: Britain in a Climate of Decline, Methuen, London.
18.
HuybersT.BennettJ. (2000), ‘Impact of the environment on holiday destination choices of prospective UK tourists: Implications for Tropical North Queensland’, Tourism Economics, Vol 6, No 1, pp 21–46.
19.
KirchbergV. (1996), ‘Museum visitors and non-visitors in Germany: A representative survey’, Poetics, Vol 24, pp 239–258.
20.
KozakM. (2001), ‘Repeaters’ behavior at two distinct destinations', Annals of Tourism Research, Vol 28, No 3, pp 784–807.
21.
LaarmanJ.GregersenH. (1996), ‘Pricing policy in nature-based tourism’, Tourism Management, Vol 17, No 4, pp 247–254.
22.
LeeworthyV.WileyP.EnglishD.KrieselW. (2001), ‘Correcting response bias in tourist spending surveys’, Annals of Tourism Research, Vol 28, No 1, pp 83–97.
23.
LehtoX.O'LearyJ.MorrisonA. (2004), ‘The effect of prior experience on vacation behavior’, Annals of Tourism Research, Vol 31, No 4, pp 801–818.
24.
MaddisonD.FosterT. (2003), ‘Valuing congestion costs in the British Museum’, Oxford Economic Papers, Vol 55, pp 173–190.
25.
McWilliamsE.CromptonJ. (1997), ‘An expanded framework for measuring the effectiveness of destination advertising’, Tourism Management, Vol 18, No 3, pp 127–137.
26.
NSSG (2003), Tourism Statistics 2002–2003, National Statistical Service of Greece, Athens.
27.
OppermannM. (1997), ‘First-time and repeat visitors to New Zealand’, Tourism Management, Vol 18, No 3, pp 177–181.
28.
PrenticeR. (1994), ‘Perceptual deterrents to visiting museums and other heritage attractions’, Museum Management and Curatorship, Vol 13, pp 264–279.
29.
PrenticeR.DaviesA.BeehoA. (1997), ‘Seeking generic motivations for visiting and not visiting museums and like cultural attractions’, Museum Management and Curatorship, Vol 16, No 1, pp 45–70.
30.
PrinceD. (1990), ‘Factors influencing museum visits; an empirical evaluation of audience selection’, Museum Management and Curatorship, Vol 9, pp 149–168.
31.
RandallA. (1998), ‘Beyond the crucial experiment: Mapping the performance characteristics of contingent valuation’, Resource and Energy Economics, Vol 20, pp 197–206.
32.
RichardsG. (1996), Cultural Tourism in Europe, CAB International, Wallingford.
33.
RussoA.P. (2002), ‘The “vicious circle” of tourism development in heritage cities’, Annals of Tourism Research, Vol 29, No 1, pp 165–182.
34.
SickleK.EaglesP. (1998), ‘Budgets, pricing policies and user fees in Canadian parks' tourism’, Tourism Management, Vol 19, No 3, pp 225–235.
35.
SilberbergT. (1995), ‘Cultural tourism and business opportunities for museums and heritage sites’, Tourism Management, Vol 16, pp 361–365.
36.
TaplinJ.McGinleyC. (2000), ‘A linear program to model daily car tourism choices’, Annals of Tourism Research, Vol 27, No 2, pp 451–467.
37.
TiefenbacherJ.DayF.WaltonJ. (2000), ‘Attributes of repeat visitors to small tourist-oriented communities’, Social Science Journal, Vol 37, No 2, pp 299–308.
38.
TurleyS. (2001), ‘Children and the demand for recreational experiences: The case of zoos’, Leisure Studies, Vol 20, pp 1–18.
