This study examines tourists' preferences and taste variations with regard to heritage service attributes and tourists' willingness to pay for service attributes in Tainan city, Taiwan, using a choice experiment approach. The results indicate that service attributes, such as outdoor catering services, longer operating hours and entrance fees, exhibit significant effects on tourists' preferences. Tourists appear to be willing to pay extra money to use more service attributes at heritage attractions.
Albaladejo-PinaI.P.Díaz-DelfaM.T. (2009), ‘Tourist preferences for rural house stays: Evidence from discrete choice modeling in Spain’, Tourism Management, Vol 30, No 6, pp 805–811.
2.
ApostolakisA.JaffryS. (2005), ‘Stated preferences for two Cretan heritage attractions’, Annals of Tourism Research, Vol 32, No 4, pp 985–1005.
3.
BedateA.HerreroL.C.SanzJ.A. (2004), ‘Economic valuation of the cultural heritage: Application to four case studies in Spain’, Journal of Cultural Heritage, Vol 5, No 1, pp 101–111.
4.
BurnettA.ReeveJ. (2001), Behind the Scenes at the British Museum, The British Museum Press, London.
5.
ChenC.F.ChenF.S. (2010), ‘Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists’, Tourism Management, Vol 31, 29–35.
6.
ChoiA.S.RitchieB.W.PapandreaF.BennettJ. (2010), ‘Economic valuation of cultural heritage site: A choice modeling approach’, Tourism Management, Vol 31, pp 213–220.
7.
ColombinoU.NeseA. (2009), ‘Preference heterogeneity in relation to museum services’, Tourism Economics, Vol 15, No 2, pp 381–395.
8.
CorreiaA.SantosC.M.BarrosC.P. (2007), ‘Tourism in Latin America: A choice analysis’, Annals of Tourism Research, Vol 34, No 3, pp 610–629.
9.
DuttaM.BanerjeeS.HusainZ. (2007), ‘Untapped demand for heritage: A contingent valuation study of Prinsep Ghat, Calcutta’, Tourism Management, Vol 28, pp 83–95.
HearneR.R.SalinasZ.M. (2002), ‘The use of choice experiments in the analysis of tourist preferences for ecotourism in Costa Rica’, Journal of Environmental Management, Vol 65, pp 153–163.
12.
HuybersT. (2003), ‘Domestic tourism destination choices: A choice modeling analysis’, International Journal of Tourism Research, Vol 5, No 6, pp 445–459.
13.
KellyJ.HaiderW.WilliamsP.W.EnglundK. (2007), ‘Stated preferences of tourists for eco-efficient destination planning options’, Tourism Management, Vol 28, pp 377–390.
14.
KimS.S.WongK.F.ChoM. (2007), ‘Assessing the economic value of a world heritage site and willingness-to-pay determinants: A case of Changdeok Palace’, Tourism Management, Vol 28, pp 317–322.
15.
McKercherB.HoP.S.Y.du CrosH. (2005), ‘Relationship between tourism and cultural heritage management: Evidence from Hong Kong’, Tourism Management, Vol 26, pp 539–548.
16.
MazzantiM. (2003), ‘Discrete choice models and valuation experiments: An application of cultural heritage’, Journal of Economic Studies, Vol 30, No 6, pp 584–604.
17.
RolfeJ.BennettJ.LouviereJ. (2000), ‘Choice modeling and its potential application to tropical rainforest preservation’, Ecological Economics, Vol 35, pp 289–302.
18.
SchroederH.W.LouviereJ. (1999), ‘Stated choice models for predicting the impact of user fees at public recreation sites’, Journal of Leisure Research, Vol 31, No 3, pp 300–324.
