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Small Scale Event Product Analysis Based on Conjoint Analysis Results: The Case of Yedi Kule Conquest Monuments Run

Sofia Gkarane () and Chris A. Vassiliadis
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Sofia Gkarane: University of Macedonia
Chris A. Vassiliadis: University of Macedonia

A chapter in Strategic Innovative Marketing and Tourism, 2019, pp 139-146 from Springer

Abstract: Abstract This paper conducts a conjoint analysis experiment in order to estimate the importance of event product attributes and product attribute utility levels (part-worth) that influence sport-tourists sport event buying behavior. The conjoint product evaluation scenarios are based on the overall sport tourist preferences or utilities associated with the conjoint attributes’ levels that are used to define each of the different basic total sport event product offers. The current study is conducted with the use of a conjoint designed questionnaire that has been distributed on the International Monuments Festival, Yedi Kule Conquest Monuments Run; a small-scale local and yearly-organized sport event in Thessaloniki Greece. The results show the relative contribution of each factor to the overall evaluation of the tourism product and provide helpful consideration for host and event managers into developing a destination marketing plan based on tourists’ preferences with the view of reaching the product preferences of sport-tourist target group(s). In addition, a comparison with another corresponding conjoint analysis study of sporting events in Taiwan is made in order to assess similarities and differences between the two studies.

Keywords: Conjoint analysis; Small-scale event; International monuments festival (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/978-3-030-12453-3_16

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