The Implementation of Conjoint Analysis to Measure the Attributes of Xcaret Park

Tourism businesses offer a variety of products and services. Consumers have a wide range of products to choose from. Entrepreneurs wish to identify products or services that are most preferred. Because Xcaret Park has a variety of recreational activities, we wish to identify which are favored by the consumer to determine the best service strategies. The objective of this research is to find which park itineraries consumers, residents of Cancun and Playa del Carmen, prefer. A quantitative study was performed, using conjoint analysis, which measures the relative value of every attribute of a product or service. By this method, we determine the optimal combination of attributes of choice for consumers, with the intent to establish competitive strategies for services