Abstract:

A general model of consumer brand awareness, preference, and choice is presented in the first part of the paper. The model is applied to learn the destinations competing with Tirol, Austria, for 1988 winter holiday visitors. Open-ended unaided awareness questions were used to measure holiday destination competitors and the relative top-of-mind-shares of Tirol among different target markets. A constant-sum question was used to measure preferences for each respondent toward the destinations s/he was most aware. Conjoint analysis was used to measure the relative importance of four product features relevant to holiday travel: choice of destinations, number of nights at the destination, type of accommodations, and total cost per day of the trip.