Abstract:
Past marketing literature have seldom reported the use of sophisticated marketing research tools to develop new products in the tourism sector. When Indian tourism sector is in the process of growth it is wise to look at the developments that are taking place in the field of marketing research. The authors in the current paper suggest a marketing research method dentified as conjoint analysis and show the power and flexibility of this technique in developing new tourism products. Conjoint analysis is described as an emerging dependence technique that has brought new sophistication to the evaluation of objects, whether they are new products, services or ideas. The strength of this method lies in its most direct application in new product or service development. This is efficiently done by allowing for the evaluation of complex products while maintaining a realistic decision context for the respondent. Further, the authors put forth the appropriateness of such a method and show the re...
