An empirical investigation of consumers’ preferences about tourism services in indian context with special reference to state of Himachal Pradesh

The paper presents the results of a study in Himachal Pradesh, India that assesses the preferences of tourists with reference to the need for information, value for money, security, mode of access, choice offered, and responses to complaints. The results of a conjoint analysis show that tourists attributed the highest importance to security, value for money, and provision of information. Conversely they attribute less importance to complaint responses, choice offered and mode of access. Logistic regression analysis findings provide evidence that socio-demographic variables were important predictor variables for the dependent variable ’utility’. The sample comprised 847 respondents.