Resumen de Destination Compatibility in Multidestination Pleasure Travel
Jiann-Min Jeng, Daniel R. Fesenmaier
The purpose of this study was to explore the interdependency among tourist attractions in a multi-destination pleasure travel context. Twelve internationally well-recognized European cities were selected: Berlin, Amsterdam, London, Athens, Paris, Istanbul, Lisbon, Vienna, Warsaw, Madrid, Moscow, and Rome. Three research hypotheses describing the nature and degree of interdependency between these travel destinations were tested using 96 undergraduate students from a large Midwest university. Conjoint analysis was used to extract the main effects of each travel destination and interaction effects of combined destinations. Perceived similarity judgments were entered into a second conjoint analysis as a covariate in order to examine the extent to which individuals packaged similar or different types of destinations. Comparison of the results of two conjoint analyses were then conducted to examine the impact of perceived similarity on their joint utility. Finally, the perceived similarity between the 12 European cities was examined using multidimensional scaling and correlation analysis. The results of these analyses confirm the three hypotheses indicating that compatibility exists among several European destinations based largely upon proximity.
