Measuring Tourism Consumer Behaviour Using ESCAPE: a Multimedia Interview Engine for Stated Choice and Preference Experiments
In the few research cases that are available, conjoint or stated choice and preference (scap) experiments have proved to offer suitable models for tourism marketers [1—8]. These models give insight in the effect of particular characteristics of the tourism product on its desirability, utility, or market share. The experiments that feed these models involve hypothetical situations for which respondents have to state their preference and choice. These situations are constructed by varying the product’s characteristics systematically according to an experimental design. However, these models, as well as the vast majority of models, have always been oriented on abstract dimensions, while the tourism consumer market is mainly visually oriented.
This paper, therefore, offers a tool to indulge visual elements in these conjoint experiments. It describes a multimedia engine that supports researchers in developing multimedia conjoint experiments and helps respondents to fill in these questionnaires more easily. The engine is called Escape (Engine for Stated Choice and Preference Experiments) and is developed by the author dedicated to evaluate the effect of multimedia on conjoint or scap modelling. However, this engine also supports more ‘normal’ conjoint experiments, In addition this paper describes in what way this engine differs from other multimedia conjoint programs.
KeywordsConsumer Behaviour Attribute Level Conjoint Analysis Preference Experiment Tourism Product
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