Customer Value Assessment towards Transport Modes of Tourism after a Natural Disaster of Scenic Spots - The Analysis Based on Choice Experiment

Abstract

This study explores marginal utility of different attributes of means of transportation after a natural disaster in scenic spots and the corresponding marginal value using an analysis method of choice experiment based on marketing strategies of traffic cost. Different from prior studies, this study will first divide traffic cost attributes into three categories, including money cost, time cost, and perceived benefits. Then, to design experiments based on different cost attributes and attribute levels to combine different means of transportation, namely marketing strategies. And this study obtains scores of customers’ willingness to travel for marketing strategies by questionnaires; questionnaire asking way through and transform by questionnaire survey to combine to be two different experimental selection sets. The authors employ choice experiment to establish econometric model to regress. The paper draws the following important conclusions. Firstly, time cost and monetary cost only will affect people's choices of means of transportation. The marginal probability of time cost and monetary cost is 4.9 percent and 0.03 percent. Simultaneously, we estimate that the monetary value of the cost per unit time is 163 yuan. Secondly, for the perceived benefits variable, although the regression coefficient is not significant, We can’t come to a conclusion that whether there is new attractions does not affect customers’ choice. Meanwhile, this study shows the nature of various new attractions may affect customers’ choice for means of transportation. Finally, in addition, for other family variables, including respondent gender, age, education and monthly living expenses, their regression coefficients are not significant. The conclusion is prompted to develop the marketing strategy that discriminatory pricing policy might not effectively improve marketing benefits.