An application of choice-based conjoint analysis to measure willingness to pay for casino buffets
Purpose – The purpose of this study is to discover what attributes of casino buffet restaurants are the most important for customers’ willingness to pay (WTP). Design/methodology/approach – Choice-based conjoint analysis was used in this study to test seven attributes: food, price/value, real price,...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2024-06-01
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| Series: | International Hospitality Review |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/IHR-12-2022-0059/full/pdf |
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| Summary: | Purpose – The purpose of this study is to discover what attributes of casino buffet restaurants are the most important for customers’ willingness to pay (WTP). Design/methodology/approach – Choice-based conjoint analysis was used in this study to test seven attributes: food, price/value, real price, service, atmosphere, the number of reviews and user-generated star ratings. Sawtooth Software was used to do the conjoint analysis, and a series of significance t-tests were run to determine the significance of each attribute on WTP with Statistical Package for the Social Sciences (SPSS). Findings – Based on a survey of 483 respondents who had visited a buffet at a casino within the last two years, this study found that food is ranked as the most significant attribute of a casino buffet restaurant, followed by real price and service quality. Originality/value – Theoretically, this work is the first to the authors’ knowledge to apply the antecedents of behavioral intention to willingness-to-pay for niche restaurants. Practically, the results of this study will help casino buffet operators as they re-open after COVID-19. Future studies could collect data in the post-pandemic environment and examine WTP at casino buffets in different geographic locations. |
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| ISSN: | 2516-8142 |