Research note: Exploring tourists' stated preferences for heritage tourism services - The case of Tainan city, Taiwan

Abstract

This study examines tourists' preferences and taste variations with regard to heritage service attributes and tourists' willingness to pay for service attributes in Tainan city, Taiwan, using a choice experiment approach. The results indicate that service attributes, such as outdoor catering services, longer operating hours and entrance fees, exhibit significant effects on tourists' preferences. Tourists appear to be willing to pay extra money to use more service attributes at heritage attractions.