Inferring customer heterogeneity for rural tourism: A latent class approach based on a best-worst choice modelling

Wookhyun An and Silverio Alarcón
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Silverio Alarcón: Department of Agricultural Economics, Statistics and Business Management, School of Agricultural, Food and Biosystems Engineering, Polytechnic University of Madrid, Madrid, Spain

Agricultural Economics, 2021, vol. 67, issue 7, 266-276

Abstract: This research aims to analyse customers' preference heterogeneity for rural tourism in Spain and explore their preferences' personal and socio-demographic factors. To achieve this purpose, latent class analysis with the best-worst choice modelling has been applied through conducting a survey on 452 customers in Madrid and Barcelona. The results show that there are five classes in the Spanish rural tourism market: 'all-around seeker', 'leisure activist', 'culture explorer', 'comfort-driven user', and 'basic value pursuer'. The contribution of this investigation is that it is the first study that applied the latent class analysis with best-worst choice modelling to explore customers' preference heterogeneity for rural tourism.

Keywords: customers' preference; heterogeneous choices; tourism experiences (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:caa:jnlage:v:67:y:2021:i:7:id:56-2021-agricecon

DOI: 10.17221/56/2021-AGRICECON

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