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Targeting tourists with state branding programs

Author

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  • Paul M. Patterson

    (Morrison School of Agribusiness & Resource Management, Arizona State University, 7001 E. Williams Field Road, Mesa, Arizona 85212. E-mail: paul.patterson@asu.edu)

  • Timothy J. Burkink

    (Department of Management and Marketing, University of Nebraska at Kearney, Kearney, Nebraska 68849-4430. E-mail: burkinktj@unk.edu)

  • Rozlyn S. Lipsey

    (Southwest Asset Solutions, Inc., 2821 E. Camelback Road, #600, Phoenix, Arizona 85016. E-mail: roz@superiormarble.com)

  • Jason Lipsey

    (Southwest Asset Solutions, Inc., 2821 E. Camelback Road, #600, Phoenix, Arizona 85016. E-mail: Jason@swassetsolutions.com)

  • Richard W. Roth

    (IX Ranch, Big Sandy, Montana 59520. E-mail: rroth@ixranch.com)

  • Mary Kay Martin

    (Arizona State Fair, 1826 West McDowell Road, Phoenix, Arizona 85007. E-mail: marym.azstatefair.com)

Abstract

The value tourists place on state of origin, as conveyed through a state brand or a description of origin, was evaluated for restaurant menu items and gift shop items. The implicit prices for the Arizona Grown logo and an Arizona origin description were determined through a conjoint analysis experiment. It was determined that tourists do value information on the local origin of their menu selections. Similarly, buyers of salsa and candy also value local origin. These findings suggest new marketing opportunities for Arizona farmers and retail outlets. They also provide some justification for charging a licensing fee for participants in a branding program. [EconLit citations: Q130, M300]. © 2003 Wiley Periodicals, Inc. Agribusiness 19: 525-538, 2003.

Suggested Citation

  • Paul M. Patterson & Timothy J. Burkink & Rozlyn S. Lipsey & Jason Lipsey & Richard W. Roth & Mary Kay Martin, 2003. "Targeting tourists with state branding programs," Agribusiness, John Wiley & Sons, Ltd., vol. 19(4), pages 525-538.
    • Handle: RePEc:wly:agribz:v:19:y:2003:i:4:p:525-538
    DOI: 10.1002/agr.10073
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    References listed on IDEAS

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    1. Jekanowski, Mark D. & Williams, Daniel R. & Schiek, William A., 2000. "Consumers’ Willingness to Purchase Locally Produced Agricultural Products: An Analysis of an Indiana Survey," Agricultural and Resource Economics Review, Cambridge University Press, vol. 29(1), pages 43-53, April.
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    Cited by:

    1. Govindasamy, Ramu & Sullivan, Kevin P. & Puduri, Venkata S. & Schilling, Brian J. & Brown, Logan, 2005. "Consumer Awareness of the Jersey Fresh Promotional Program," P Series 36729, Rutgers University, Department of Agricultural, Food and Resource Economics.
    2. Martinez, Samuel Cardona & Patterson, Paul M., 2004. "Evaluating The Potential For Local Food Products In Hispanic Markets," 2004 Annual meeting, August 1-4, Denver, CO 20372, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    3. Patterson, Paul M. & Martinez, Samuel Cardona, 2004. "State and Origin Branding in Hispanic Food Markets," Journal of Food Distribution Research, Food Distribution Research Society, vol. 35(3), pages 1-12, November.
    4. Govindasamy, Ramu & Schilling, Brian J. & Sullivan, Kevin P. & Turvey, Calum G. & Brown, Logan & Puduri, Venkata S., 2004. "Returns to the Jersey Fresh Promotional Program: The Impacts of Promotional Expenditures on Farm Cash Receipts in New Jersey," P Series 36728, Rutgers University, Department of Agricultural, Food and Resource Economics.

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