Inferring customer heterogeneity for rural tourism: A latent class approach based on a best-worst choice modelling

https://doi.org/10.17221/56/2021-AGRICECONCitation:

An W., Alarcón S. (2021): Inferring customer heterogeneity for rural tourism: A latent class approach based on a best-worst choice modelling. Agric. Econ. – Czech, 67: 266–276.

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This research aims to analyse customers' preference heterogeneity for rural tourism in Spain and explore their preferences' personal and socio-demographic factors. To achieve this purpose, latent class analysis with the best-worst choice modelling has been applied through conducting a survey on 452 customers in Madrid and Barcelona. The results show that there are five classes in the Spanish rural tourism market: 'all-around seeker', 'leisure activist', 'culture explorer', 'comfort-driven user', and 'basic value pursuer'. The contribution of this investigation is that it is the first study that applied the latent class analysis with best-worst choice modelling to explore customers' preference heterogeneity for rural tourism.

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