Title: To elicit youth preferences for travel packages: a conjoint approach

Authors: Vikas Nath; Mayur Taneja; Noopur Saxena

Addresses: Bharati Vidyapeeth Institute of Management and Research, Bharati Vidyapeeth Deemed University, New Delhi – 110063, India ' Bharati Vidyapeeth Institute of Management and Research, New Delhi – 110063, India ' Vivekananda Institute of Professional Studies, GGSIPU, New Delhi – 110034, India

Abstract: Tourism sector is growing magnificently. The best way for the travellers to explore a destination is through travel packages. Since young generation are frequent traveller, an attempt has been made to investigate the effect of various tour package attributes on younger generation willingness to purchase the tour package. The paper examined factors namely, payment preference, budget, days, destination, mode of transport and motivation to purchase, in influencing youth preference towards various travel packages in Delhi/NCR region. 180 respondents were surveyed. Conjoint analysis has been applied to examine the importance that youth attached to different factors and to various attributes within different factors. The finding of this study recognised the perfect combination of attributes that should be offered to the customers in order to satisfy them. This will help the marketers to offer the best deal which will attract the customers and also maximise customer retention.

Keywords: travel packages; conjoint analysis; young generation; all-inclusive package; youth preferences; tourism.

DOI: 10.1504/IJISD.2022.123811

International Journal of Innovation and Sustainable Development, 2022 Vol.16 No.3/4, pp.490 - 511

Received: 14 May 2020
Accepted: 10 May 2021
Published online: 04 Jul 2022 *

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