Understanding Luxury Shopping Destination Preference Using Conjoint Analysis and Traditional Item-Based Measurement

Kam Hung, Basak Denizci Guillet, Hanqin Qiu Zhang

Research output: Journal article publicationJournal articleAcademic researchpeer-review

7 Citations (Scopus)


This study analyses the destination preferences of mainland Chinese tourists within the context of luxury shopping, and compares the traditional item-based method and conjoint analysis to understand their preference. The methods comparison reveals the role of trade-off in consumers’ decision making, which is seldom considered in tourism research. Conjoint analysis was also found to create more apparent patterns of travelers’ preference. Theoretically, the attributes of a luxury shopping destination are developed from scratch with a mixed methods approach. The key attributes are identified with rigorous procedures to represent the main preferences of Chinese travelers in choosing a destination for luxury shopping. This is the first attempt to compare conjoint analysis with the traditional approach in one study with empirical data to reflect the role of trade-off in tourist decision making. Practically, the results suggest some caution in the development of luxury shopping destination.
Original languageEnglish
JournalJournal of Travel Research
Publication statusAccepted/In press - 1 Mar 2018


  • conjoint analysis
  • destination choice
  • luxury shopping
  • mainland Chinese
  • travel decision

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Transportation
  • Tourism, Leisure and Hospitality Management

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