Applying discrete choice models to understand sport tourists’ heterogeneous preferences for Winter Olympic travel products / Seong Ok Lyu

Ok Lyu, Seong

This study aims to better understand how South Korean sport tourists show their preferences for Winter Olympic travel products. Comparing a series of discrete choice model techniques, this study also investigates what attributes comprising PyeongChang Winter Olympic travel products are considered by sport tourists important and how they make trade-offs among those attributes for purchasing an optimal product. Based on different discrete choice model techniques estimation results, several management strategies are presented for developing quality Olympic travel products.

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