Behavior and Behavior Mechanisms Commons^™

Customer Willingness To Pay For All-Inclusive Resorts: A Choice-Based Conjoint Analysis, Liheng Zhang

UNLV Theses, Dissertations, Professional Papers, and Capstones

This dissertation examined customers’ willingness to pay for all-inclusive resorts using choice theory, the theory of bundling, and prospect theory. This dissertation also contributed to the current research by determining (a) the attributes that affect customers’ willingness to pay for an all-inclusive resort and (b) whether a reference price will affect customers’ willingness to pay. We also take into account the effect of the COVID-19 pandemic on customers and whether the pandemic will influence customers’ purchase behavior at this particular time. The choice-based conjoint analysis results showed that all eleven attributes—price, hotel star rating, type of room, location, food options, …