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and a rigorous test to gain admission. Up-scale
tourists often seek the services of a concierge.
conflict
DEBORAH BREITER, USA
Differences in the goals, expectations and behaviours
of participants in the tourism system result
in incompatibility and even hostility among them.
Thus, there may be tension between the use of
parks and other protected areas for tourism and
preservation, between users of the same area
who are seeking different experiences �for example,
between cross-country skiers and snowmobilers, or
between boaters and anglers), and between tourists
and residents of destination areas. Resolution of
such differences are difficult to achieve and are
sought in the political and planning domains as
well as at the site management level through the
introduction of zoning systems and other forms of
regulation, as well as formal and informal
compromises.
Further reading
Jackson, E.L. and Wong, R.A.G. �1982) `Perceived
conflict between urban cross-country skiers and
snowmobilers in Alberta', Journal of Leisure
Research 14: 47±62.
Jacob, G.R. and Schreyer, R. �1980) `Conflict in
outdoor recreation: a theoretical perspective',
Journal of Leisure Research 12: 368±80.
Owens, P.L. �1977) `Conflict as a social interaction
process in environment and behaviour research',
Journal of Environmental Psychology 5: 243±59.
conjoint analysis
GEOFFREY WALL, CANADA
Conjoint analysis is a quantitative decompositional
model used to understand consumer choice
behaviour. Tourism is composed of a bundle of
product attributes which differ in perceived quality
and importance to potential tourists. The method
allows a researcher to begin with simple rank
orders, such as expressed preference for a series of
vacation packages, and to analyse these choices to
determine the relative importance the respondent
assigns to each attribute at a specific level �`part
worth' utilities). The conjoint model for k attributes
with each attribute defined at MK levels can be
formulated, according to Timmermans �1984:
203), as:
U …x† ˆ Xk
X Mk
kˆ1 jˆ1
akj Xkj
where U �x) is an overall utility or preference
measure; akj is the part worth contribution
associated with the j th level of the k th attribute;
and Xkj is the presence or absence of the j th level of
the k th attribute.
Separate part worth utilities are estimated for
each level of each attribute using either ordinary
least squares analysis or monotonic analysis of
variance. These may be added together to predict
the potential attractiveness of any new product
given its combination of attributes at specific levels.
This model assumes salient attributes are used in the
choice profiles; data collection is carefully designed;
a compensatory process for attributes as respondents
trade off low levels of one attribute evaluation
for high levels of another; and that the combination
rule for part worths is additive. For a given choice
situation, conjoint analysis measures the importance
of specific attributes at specific levels, assesses
the overall relative value of each product attribute,
predicts preferences for new products, and can
serve as a basis of market segmentation.
References
Carmichael, B.A. �1996) `Conjoint analysis of
downhill skiers used to improve data collection
for market segmentation', Journal of Travel and
Tourism Marketing 5�3): 187±206.
Timmermans, H. �1984) `Decompositional multiattribute
preference models in spatial choice
analysis: some recent developments', Progress in
Human Geography 8�2) :189±221.
Further reading
conjoint analysis 101
Carmichael, B.A. �1992) `Using conjoint modelling