Which accessible travel products are people with disabilities willing to pay more? A choice experiment

Despite the rapidly increasing number of tourists with disabilities, which is known to have a strong nexus with senior travel market, tourism industry has paid little attention to the distinctive preferences of these tourists for accessible travel products. Using a sample of Koreans with mobility disabilities, this study aims to better understand how they make decisions to choose optimal accessible travel products. The results of the choice experiment indicate that respondents place the heaviest weight on the accessibility of accommodation facilities for their maximization of travel satisfaction. The results also suggest that tourists with disabilities show higher willingness-to-pay values on particular tour buses equipped with more accessibility devices. Based on study findings, this study provides several management implications that help tourism professionals develop appropriate accessible travel products for their clientele with disabilities.     

Is the rhino worth saving? A sustainable tourism perspective

Southern African countries are increasingly dependent on natural beauty and wildlife for tourism. Conservation is essential for sustainable tourism, and is expensive, especially for threatened and endangered species. The current price of a species only takes into account its current usefulness, often leading to an underestimation of the value of wildlife. This paper contributes to debates on the value of endangered species by estimating current use and non-use values for the rhino, a species under extreme threat. Internationally, literature that values scarce and endangered species uses willingness-to-pay (WTP) to derive a value of the species. This paper uses WTP to determine the non-consumptive use value of the rhino based on three surveys, n = 1291, conducted in South Africa's Kruger National Park (KNP) and compare it to consumptive use values. Non-use and inter-temporal values are also estimated to provide a comprehensive valuation of the rhino. Non-consumptive use values per rhino in KNP are shown to exceed consumptive use values by a minimum of 50%. The threat of extinction is shown to be linked to institutional, market and policy failures. Policy implications include raising poaching fines, raising wildlife value awareness and incentivising the community benefits of wildlife conservation.     

The role of fundamental motivations in willingness-to-pay online

This study aims to determine whether an understanding of chronic fundamental consumer motivations can help determine the mechanisms of willingness-to-pay for products online. To do so, it employs a simulated buying task on a fictional e-commerce site for a consumer product (branded either as a “new arrival” or a “classic”) to investigate the effects of two fundamental motivations (mate acquisition vs. self-protection) on willingness-to-pay for the product online. The primary focus of the paper to investigate the capacity of mate acquisition and self-protection motives to moderate the relationship between attitude toward the product and willingness-to-pay, as well as, the effects of the motives on willingness-to-pay are considered. Through regression and interaction effect analyses, it is shown that chronic fundamental motivation for mate acquisition is directly correlated with an increased willingness-to-pay for both product types, and it moderates the relationship between attitude toward a product and willingness-to-pay. Self-protection motivation increases willingness-to-pay for classic products but not new arrivals. By offering a rare look at chronic fundamental motivation in the consumer context and potentially being the first investigation of the moderating effects of fundamental motivations, the results mostly support the notion of predictable motivation induced behavioral tendencies.     

Effects of income and social awareness on consumer WTP for social product attributes

Recent developments in environmental and animal welfare issues, and the introduction of new production practices may have affected consumer attitudes and preferences toward differentiated product choice. Factors such as animal well-being, environmentally friendly production, and the use of antibiotics appear to be increasingly core consumer concerns. We link the aforementioned with Maslow's hierarchy of needs suggesting that the higher income consumers should be more altruistic in their consumptive behavior and test this by evaluating consumer preferences for these attributes in pork chops. We also test whether social consciousness of the consumers translates into choice behavior. Data was obtained by choice experiment surveys and mixed logit estimation was used to estimate consumers' willingness-to-pay for the credence attributes. Results reveal that both, higher income and socially aware consumers are on average willing to pay higher premiums for the antibiotic-free attribute, but not for other two social attributes. Also, the group of higher income consumers is highly heterogeneous in their preferences, whereas socially aware consumers tend to be more homogeneous in their preferences.     

Estimation of willingness-to-pay for premium economy class by type of service

This study aims to estimate the willingness-to-pay (WTP) to upgrade from economy to premium economy class by six types of services and to identify the socioeconomic and travel characteristics of international travelers affecting the WTP using the Tobit model assumed to be censored at zero. The results confirm that the travelers' WTP for the premium economy class in the long-haul travel is higher than those in the medium and the short-haul travels. However, the ratio of additional WTP to the economy class fare in the long-haul route is slightly lower than that in the medium-haul route. The results also present that international travelers have the highest WTP for increased seat width in the premium economy class service attribute, followed by increased seat pitch and upgraded in-flight meal service. Finally, the results indicate that the WTP to upgrade to premium economy class are proportional to the age or the income level of travelers. Furthermore, international travel frequency and the experience of premium economy class have a positive impact as well. This research can be a useful resource for analyzing international travelers’ WTP concerning the type of service and this information will be useful to policy makers in their efforts to determine their fare policies and the target audience for marketing premium economy class.     

Local foods in a university setting: Price consciousness,product involvement,price/quality inference and consumer's willingness-to-pay

The current study looks at the relationship between price consciousness, product involvement, price/quality inference, and consumer's willingness-to-pay related to local foods in a university foodservice environment. The study develops a model that looks at the above relationships as well as the potential moderating factor of perceived product information to determine what role they play in the willingness-to-pay for locally grown products. A survey of 352 students at a large, southeastern U.S. university foodservice operation asked about the role of the above factors in choosing local foods. The study found there were significant relationships between product involvement, price consciousness, and price/quality inference on willingness-to-pay, although perceived product information did not moderate the relationships. Ensuring that customers have sufficient information regarding local products and increasing emotional interest in the local products specifically will help to increase willingness-to-pay for those products. Implications for academics and university foodservice practitioners are discussed.     

Combining attitudinal statements with choice experiments to analyze preference heterogeneity for functional dairy products

In this article, we employ a discrete choice experiment to examine preferences for functional dairy product attributes and willingness-to-pay estimates for consumers in Germany. We estimate preference heterogeneity by linking stated preference choice data not only to socioeconomic characteristics but also to attitudinal statements in a latent class framework. The empirical results indicate the existence of class-specific preference heterogeneity based on the consumers’ attitude towards functional foods, emphasizing the importance of attitudinal data in explaining consumers’ choice behavior. Our estimates demonstrate that within a class, consumers’ preferences are in accordance with their responses to attitudinal statements, that is functional food skeptics prefer non-functional dairy products, while functional food advocates have a negative preference for non-functional dairy products. The findings also show that all consumers place high value on dairy products enriched with known functional ingredients such as omega-3 fatty acids.     

Lead-farmer extension and smallholder valuation of new agricultural technologies in Tanzania

Encouraging the widespread adoption and use of new on-farm technologies is an important part of productivity-led strategies to promote agricultural transformation. While many interventions have been designed to promote adoption through extension and education, little is known about how these efforts influence farmer willingness-to-pay (WTP) for new technologies. We use a Becker-DeGroot-Marschak (BDM) mechanism to elicit farmer WTP for two improved seed varieties and a new seed treatment product, Apron Star, under two different lead-farmer extension treatments in Tanzania: (i) a demonstration plot showcasing the technologies within a village; and (ii) a demonstration plot coupled with distribution of trial packs enabling some farmers to test the technologies on their own land. In the BDM, farmers were presented with six products – the two bean varieties: without Apron Star, with Apron Star already applied, and with a sachet of Apron Star for the farmer to treat the seed him/herself. Our results suggest that neither extension treatment significantly affects WTP for these technologies. However, we find that farmers are willing to pay more for seed that is pre-treated with Apron Star than for seed bundled with a sachet of Apron Star for self-treatment.     

Use value of cultural experiences: A comparison of contingent valuation and travel cost

Few applications to assess the value of cultural experiences exist. This is particularly frustrating for cultural institutions, as it provides them with few opportunities to reveal their importance in terms of attractiveness and thus what drives tourism demand. This study applies the travel cost method (TCM) and contingent valuation method (CVM) to assess the value of two rural cultural institutions in order to compare the results of the valuation methods.The results reveal that visitor experiences consist of a core cultural experience as well as other valuable experiences before and after. Whereas CVM allows for a valuation of the core cultural experience separately from other experiences, the TCM is limited to an overall assessment. The TCM is therefore an inappropriate measure of the value of the cultural experiences when the total experience includes several other experiences.If visitors travel for the sake of only one cultural experience, TCM may be preferable due to its simple applicability and cost efficiency. If, however, as is most often the case, a cultural experience is part of a bundle of experiences, the application of CVM is recommendable. This is also the case, if only visitors who state the cultural experience to be the primary reason for travelling are included.