| Summary: | The choice behaviour of winter beach vacationers to the Caribbean is modelled with an experimental multiattribute research technique, the discrete choice experiment. Hypothetical destination scenarios are defined using ten variables, each having three levels. The variables refer to the accommodation, its price, its distance from the beach, the airport and various tourist services. These scenarios are located in one of five Caribbean islands. === Distance to beach and price are the most significant variables, and only hotel size is not. Estimates of the relative utility of each of the attributes make the approach relevant for destination planning. Segmentation by socio-demographic characteristics and past vacation behaviour makes the research relevant for destination marketing. Choice probabilities can be estimated for any of the scenarios. === The discrete choice experiment can contribute to narrowing the paradigmatic split between destination-oriented and market-oriented tourism research. It is also attractive to applied tourism research because simulation constitutes a convenient tool for managers and decision-makers.
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