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스포츠 관광객은 항상 효용을 극대화 하는 선택을 하는가? 확률효용이론과 후회이론의 적용Do Sport Tourists Always Maximize Their Utility? Application of Random Utility Theory and Regret Theory

Other Titles
Do Sport Tourists Always Maximize Their Utility? Application of Random Utility Theory and Regret Theory
Authors
김혜선최영배백주아
Issue Date
Dec-2020
Publisher
한국마이스관광학회
Keywords
Random Utility Maximization; Random Regret Minimization; Choice Experiment; Mega-event; Preference; 확률효용최대화; 확률후회최소화; 선택실험법; 메가 이벤트; 선호
Citation
MICE관광연구, v.20, no.4, pp.141 - 159
Journal Title
MICE관광연구
Volume
20
Number
4
Start Page
141
End Page
159
URI
https://scholarworks.bwise.kr/gachon/handle/2020.sw.gachon/80780
DOI
10.35176/JMTR.20.4.8
ISSN
1738-2777
Abstract
Many studies using choice experiments used the random utility maximization(RUM) for its theoretical foundation. However, the random regret minimization(RRM) was proposed to deal with irrational decisions. More recent studies proposed the hybrid model combining RUM and RRM in the model estimation process. The present study aims to find the best fitted model among the three models(RUM, RRM, and hybrid) by using a 2018 PyeongChang Winter Olympic travel package as a case hypothetical situation in choice experiment. Among the three models, the hybrid model showed the best model fit and confirmed that sport tourists may follow different decision strategies(RUM or RRM). Our findings showed that, depending on decision strategies, sport tourists would consider different product attributes while making a decision and have a different level of price sensitivity. The theoretical and managerial implications will be discussed accordingly.
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