Presenter Bios

Jing is a Ph.D. student with particular interest in destination branding and marketing, tourist behavior and social media. Prior to enrolling at USC, she received her B.S. degree in accounting and M.S. degree in tourism management from Shandong University, China.

Dr. Simon Hudson's research focuses on tourism as a driver of economic development. His goals are to create a one-stop resource of advanced information and intelligence for tourism industry stakeholders and to improve South Carolina's competitiveness as a tourism destination.

Abstract

The purpose of this study was to investigate the destination image attributes that attract tourists to three similar cities in Shandong Province, China. A survey was developed based on an extensive literature review, and data was collected using a self-administered questionnaire. The study used the method of choice-based conjoint to analyze the data. Results showed that beautiful nature is the most attractive attribute when tourists make their decisions to visit a particular destination.

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Conjoint Analysis of Consumer Preferences to Destination Brand Attributes

The purpose of this study was to investigate the destination image attributes that attract tourists to three similar cities in Shandong Province, China. A survey was developed based on an extensive literature review, and data was collected using a self-administered questionnaire. The study used the method of choice-based conjoint to analyze the data. Results showed that beautiful nature is the most attractive attribute when tourists make their decisions to visit a particular destination.