Determination of preferred performing arts tourism products using conjoint analysis

The performing arts are an integral part of the economies of many communities and often highlight the cultures of places visited. Because of this, studies on performing arts have been actively conducted in the arts management and marketing fields. Yet, little research has examined the benefits of the performing arts from a tourism perspective. Thus, the current study employed conjoint analysis in an attempt to identify the most preferred performing arts tourism products as perceived by Japanese tourists. Results revealed the most important determinant attributes Japanese tourists consider in purchasing a Korean performing arts product were ‘admission price’, followed by ‘type of theater’, ‘genre’, and ‘location of theater’. The most preferred performing arts tourism product was found to be the following: 5.517 (overall utility) = 1.081 (Korean pop music concert) + 2.233 (less than 5000 Yen) + 0.775 (downtown Seoul) + 1.428 (exclusive theater).