Preferences Evaluation with a Choice Experiment on Cultural Heritage Tourism

This work focuses on the elicitation of tourist preferences from an economic evaluation standpoint and in relation to the Royal Savoy's Residences, a cultural network included in the UNESCO World Heritage List. After analyzing the visits to the Metropolitan Museum System of Turin City (Italy), a conjoint choice experiment was implemented, where future scenarios of public/private supply were defined by a certain number of tour packages, characterized by different services and prices. The results emphasize the complementarity of the transport rather than the food and wine services. The research also tries to give some suggestions about the understanding, measurement and evaluation of tourist behavior, opening new possibilities for future research directions in the area of the on-site tourist experience.