Tourists do not make travel decisions in a vacuum. The decision to spend money on tourism occurs in the context of the other potential uses of discretionary resources and their corresponding values or utilities. This study has therefore researched the conjoint decision of allocating and spending discretionary resources through the conduct of a choice experiment so that the trade-offs involved could be empirically assessed. The data provides an insight into how each type of discretionary expenditure is valued and how each type competes for a share of the discretionary expenditure ‘pie’. We discuss the results with an emphasis on the implications for tourism.
by Geoffrey I. Crouch, Timothy Devinney, Sara Dolnicar, Twan Huybers, Jordan Louviere and Harmen Oppewal