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The Implementation Of Conjoint Analysis To Measure The Attributes Of Xcaret Park

Author

Listed:
  • Lucila Zarraga Cano
  • Gabriela Aracelly Solis Gonzalez
  • Sabrina Ivonne Rodriguez Ogaz

Abstract

Tourism businesses offer a variety of products and services. Consumers have a wide range of products to choose from. Entrepreneurs wish to identify products or services that are most preferred. Because Xcaret Park has a variety of recreational activities, we wish to identify which are favored by the consumer to determine the best service strategies. The objective of this research is to find which park itineraries consumers, residents of Cancun and Playa del Carmen, prefer. A quantitative study was performed, using conjoint analysis, which measures the relative value of every attribute of a product or service. By this method, we determine the optimal combination of attributes of choice for consumers, with the intent to establish competitive strategies for services

Suggested Citation

  • Lucila Zarraga Cano & Gabriela Aracelly Solis Gonzalez & Sabrina Ivonne Rodriguez Ogaz, 2016. "The Implementation Of Conjoint Analysis To Measure The Attributes Of Xcaret Park," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 10(3), pages 49-56.
    • Handle: RePEc:ibf:gjbres:v:10:y:2016:i:3:p:49-56
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    More about this item

    Keywords

    Strategic; Service; Tourist; Preference; Conjoint Analysis;
    All these keywords.

    JEL classification:

    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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