Evaluating tourists' preferences for attributes of thematic itineraries: Holy folklore statue in Kinmen

Abstract

The aim of this study is to explore preferences of thematic itineraries from tourists' perspectives. As traditional Chinese holy folklore creatures normally concretized as stone statue, these statues with spiritual power are perceived to be apotheosis and are deemed unique tourism resources. This study utilizes holy lion statues as an example of thematic itineraries. A conceptual framework of three dimensions with eight attributes is proposed. A stated preference experiment is then conducted and 352 valid samples are collected. The data are analyzed via logit models with the consideration of tourists' heterogeneity. Ultimately, the empirical findings show that latent class model (LCM) is capable of explaining tourists' behavior. Explanations rendered by tour guides, visiting authentic statues, appreciating exhibitions, participating in related activities, buying souvenirs, enjoying food and beverage, and fees are critical factors in the selection of a thematic itinerary. The simulation using LCM further shows positive effects of service improvement.