Targeting tourists with state branding programs

Paul M. Patterson, Timothy J. Burkink, Rozlyn S. Lipsey, Jason Lipsey, Richard W. Roth and Mary Kay Martin
Additional contact information
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, Postal: 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, Postal: 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, Postal: 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, Postal: 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, Postal: 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, Postal: Arizona State Fair, 1826 West McDowell Road, Phoenix, Arizona 85007. E-mail: marym.azstatefair.com

Agribusiness, 2003, vol. 19, issue 4, 525-538

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.

Date: 2003
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
http://hdl.handle.net/10.1002/agr.10073 Link to full text; subscription required (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wly:agribz:v:19:y:2003:i:4:p:525-538

DOI: 10.1002/agr.10073

Access Statistics for this article

Agribusiness is currently edited by Ronald W. Cotterill

More articles in Agribusiness from John Wiley & Sons, Ltd.
Bibliographic data for series maintained by Wiley Content Delivery ().