Conjoint analysis of nature tourism values in Bahia, Brazil

  • Authors: Holmes, Thomas; Zinkhan, Chris; Alger, Keith; Mercer, D. Evan
  • Publication Year: 1996
  • Publication Series: Miscellaneous Publication
  • Source: FPEI Working Paper No. 57, 19 pp.


This paper uses conjoint analysis to estimate the value of nature tourism attributes in a threatened forest ecosystem in northeastern Brazil. Computerized interviews were conducted using a paired comparison design. An ordinal interpretation of the rating scale was used and marginal utilities were estimated using ordered probit. The empirical results showed that the degree of respondent involvement, as predicted by socio-economic and antecedent motivational and processing variables, influenced the location and slope of the estimated underlying utility function. Marginal values calibrated for consistency with economic theory were generally congruent with marginal values derived from imposing an indifference restriction whereas uncalibrated marginal values did not exhibit congruence. The respondent involvement metrics presented here were useful for calibrating natural resource value estimates to account for differences in how carefully potential consumers process complex stimuli typically used in conjoint analysis experiments.

  • Citation: Holmes, Thomas; Zinkhan, Chris; Alger, Keith; Mercer, D. Evan. 1996. Conjoint analysis of nature tourism values in Bahia, Brazil. FPEI Working Paper No. 57, 19 pp.
  • Keywords: conjoint analysis, ecotourism, amenity valuation, nature based tourism, natural resource valuation
  • Posted Date: January 1, 2000
  • Modified Date: August 22, 2006
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