Abstract (150 Words)
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.
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.