Consumer choice of theme parks: A conjoint choice model of seasonality effects and variety seeking behavior

Most existing mathematical models of tour ist choice behavior assume that i ndividuals' preferences for choice alternatives remain invariant over time. Although the assumption of invariant preference functions may be reasonabl e in some choice contexts, this study examines the hypothesis that theme-pa rk choice is paltry influenced by variety-seeking and seasonality effects. A conjoint choice model is developed to estimate these effects. The propose d seasonality and variety-seeking choice model differs from traditional con joins choice models in that it allows individuals' preferences to vary over rime. The model is tested using experimental design data about the choice of theme parks, collected in The Netherlands. The findings of this study su pport the hypothesis of variety seeking behavior and seasonality.