Assessing preferences for mega sports event travel products: a choice experimental approach
- Authors
- Lyu, Seong Ok; Han, Ju Hyoung
- Issue Date
- 5월-2017
- Publisher
- ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
- Keywords
- travel products; mega sports events; PyeongChang Winter Olympic Games; gender; choice experiment
- Citation
- CURRENT ISSUES IN TOURISM, v.20, no.7, pp.740 - 758
- Indexed
- SSCI
SCOPUS
- Journal Title
- CURRENT ISSUES IN TOURISM
- Volume
- 20
- Number
- 7
- Start Page
- 740
- End Page
- 758
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/83538
- DOI
- 10.1080/13683500.2016.1214110
- ISSN
- 1368-3500
- Abstract
- Hosting mega sports events spreads positive destination images and generates massive tourism arrivals for the host communities. It is, therefore, important for tourism businesses to better understand what types of travel products, tailored for particular mega sports events, are purchased by sport tourists. Using a choice experimental approach, this study aims to examine how sport tourists formulate their preferences for travel products customized for the 2018 PyeongChang Winter Olympic Games by making intricate trade-offs among various product attributes. We utilize a gender perspective to further understand the preference dynamics embedded in segmented sport tourism markets. Study results suggest that sport tourists put distinctive weights on each of the attributes comprising the Olympic travel products. Gender differences are also identified in sport tourists' choice decisions for sports event travel products. Based on the study findings, this paper proposes several marketing strategies to meet the needs of targeted market segments.
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Collections - Graduate School > Department of Sport and Leisure Studies > 1. Journal Articles
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