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Hindi Research Article, J Tourism Res Hospitality Vol: 2 Issue: 3
Examining the Impact of Negative Attributes On Consumer Preference and Willingness to Pay in the Vacation Ownership Industry: A Conjoint Analysis
| Amy M. Gregory* | |
| University of Central Florida, USA | |
| Corresponding author : Dr. Amy Gregory Assistant Professor, University of Central Florida, Rosen College of Hospitality Management, Orlando, Florida 32819, USA E-mail: Amy.Gregory@ucf.edu |
|
| Received: February 26, 2013 Accepted: April 09, 2013 Published: April 16, 2013 | |
| Citation: Gregory AM (2013) Examining the Impact of Negative Attributes On Consumer Preference and Willingness to Pay in the Vacation Ownership Industry: A Conjoint Analysis. J Tourism Res Hospitality 2:3. doi:10.4172/2324-8807.1000120 |
Abstract
Examining the Impact of Negative Attributes On Consumer Preference and Willingness to Pay in the Vacation Ownership Industry: A Conjoint Analysis
This study employs a conjoint analysis approach to examine consumer preference and willingness to pay for the vacation ownership (timeshare) product. The study focuses on attributes that have been classified as negative attributes during the sales process to determine if the anticipated effect of reductions in preference and willingness to pay are supported. With a sample size of 3,200 respondents familiar with the timeshare product, the findings challenge contemporary literature that suggests purchase incentives negatively impact consumer preference and willingness to pay.
