Determination of preferred performing arts tourism products using conjoint analysis

Seong Seop Kim, Jin Young Chung, Jim Petrick, Jong Wong Park

Research output: Journal article publicationJournal articleAcademic researchpeer-review

12 Citations (Scopus)


The performing arts are an integral part of the economies of many communities and often highlight the cultures of places visited. Because of this, studies on performing arts have been actively conducted in the arts management and marketing fields. Yet, little research has examined the benefits of the performing arts from a tourism perspective. Thus, the current study employed conjoint analysis in an attempt to identify the most preferred performing arts tourism products as perceived by Japanese tourists. Results revealed the most important determinant attributes Japanese tourists consider in purchasing a Korean performing arts product were ‘admission price’, followed by ‘type of theater’, ‘genre’, and ‘location of theater’. The most preferred performing arts tourism product was found to be the following: 5.517 (overall utility) = 1.081 (Korean pop music concert) + 2.233 (less than 5000 Yen) + 0.775 (downtown Seoul) + 1.428 (exclusive theater).
Original languageEnglish
Pages (from-to)44-61
Number of pages18
JournalJournal of Vacation Marketing
Issue number1
Publication statusPublished - 1 Jan 2018


  • Conjoint analysis
  • Japanese
  • performing arts
  • product

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management


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