Understanding Luxury Shopping Destination Preference Using Conjoint Analysis and Traditional Item-Based Measurement
研究比较了联合分析与传统方法在分析中国游客奢侈品购物目的地偏好上的效果，发现联合分析能更好揭示决策中的权衡作用，并首次用实证数据验证了这一点。
This study analyses the destination preferences of mainland Chinese tourists within the context of luxury shopping, and compares the traditional item-based method and conjoint analysis to understand their preference. The methods comparison reveals the role of trade-off in consumers’ decision making, which is seldom considered in tourism research. Conjoint analysis was also found to create more apparent patterns of travelers’ preference. Theoretically, the attributes of a luxury shopping destination are developed from scratch with a mixed methods approach. The key attributes are identified with rigorous procedures to represent the main preferences of Chinese travelers in choosing a destination for luxury shopping. This is the first attempt to compare conjoint analysis with the traditional approach in one study with empirical data to reflect the role of trade-off in tourist decision making. Practically, the results suggest some caution in the development of luxury shopping destination.