Strategic Marketing for Recreational Facilities: A Hybrid Conjoint Analysis Approach

Abstract

The competition for Americans' leisure time and dollars has increased dramatically over the past twenty five years. In response, leisure providers are turning to strategic marketing analysis to help segment their markets, position service offerings, and understand their competitors. Hybrid conjoint analysis is a powerful research tool for analyzing consumers and competitors. This paper describes hybrid conjoint analysis and illustrates an application of this new technique in a recreational setting that demonstrates the versatility of the methodology as an effective leisure research tool.