Tourist preferences for rural house stays: Evidence from discrete choice modelling in Spain

Although the appeal of rural houses for tourists lies mainly in the natural surroundings and their intrinsic rural characteristics, there are other factors which are also important such as their size, type of building, quality of equipment, services and activities offered. To evaluate the touristsʹ preferences for these potential or effective attributes, a stated preference experiment was conducted in the Northwest area of the Region of Murcia and the data are analysed using discrete choice modelling methodology. Consistent specifications for multinomial logit and mixed logit models that consider variations in tastes within touristsʹ preferences are found. The results could be of use to promoters and owners of rural houses when planning marketing and promotional campaigns or when taking effective investment decisions.