Travellers' Destination Attribute Preferences: A Choice-Based Conjoint (CBC) Analysis

Abstract

The study used a choice-based conjoint analysis to investigate Turkish travellers' preferences for destination choice based on five attributes (destination type, distance, length of stay, season, and value for money). Using purposive sampling, data were obtained fromTurkish travellers in Istanbul with an experimental questionnaire between April and May 2019. The questionnaire included sixteen destination profiles produced using an orthogonal experimental design. Travellers had one go-to code for all profile cards from highest to lowest preference. The data were analysed with spss Conjoint. The findings revealed that destination type was the most important attribute, followed by the length of stay, season, distance, and value for money. Ttest and anova results showed that travellers' destination preferences also differed by their socio-demographic characteristics. The study provides an alternative perspective for future research by examining destination choice using an experimental approach. Furthermore, it offers practical implications for travel companies seeking to understand Turkish travellers' destination preferences.