Choice Experiment Method for Sustainable Tourism in Theme Parks

ABSTRACT

Previous relevant studies on theme parks lack an exploration of various tourism attributes, e.g., recreational facilities, themes, wait times, fast pass drawings, and pricing, etc., all of which inspired the research motivation of this study. First, the Choice Experiment (CE) method explores tourists’ preferences for theme park attributes. Second, the Conditional Logit (CL) and Random Parameter Logit (RPL) models explore the differences in tourists’ willingness to pay (WTP) for various attributes from the perspective of their socioeconomic background. We used purposive sampling to survey questionnaire answers face-to-face in Taiwan, and a total of 680 questionnaires were issued, of which, 549 copies are valid, with an effective recovery rate of 80.7%. The research findings suggest the following (1) The most valued theme park attributes for consumers are the recreational facilities, followed by theme characteristics, and fast pass drawing. (2) Regarding the respondents’ WTP for various attributes, they are willing to pay the highest price for thrilling recreational facilities, then for unlimited fast pass services, and cartoon character themes. (3) Respondents believe that if thrilling recreational facilities and fast pass drawing are available at the same time, then the overall effectiveness will be improved. (4) Respondents relatively have no purchase intention for fast pass drawing. It is hoped that the research findings can provide theme park operators reference basis for making plans and decisions.