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ABSTRACT
This study aims to identify non-Asian tourists' preferred attributes for a one-day Seoul tour package by examining theoretical frameworks of values related to tourists' heterogeneity of choice behaviors. The study applies a choice experiment (CE) to capture the systematic heterogeneity of preferences in a non-Asian tourist group and examines whether different individuals' value orientations relate to heterogeneous preferences regarding the tour packages. The CE derives the preferences as a form of marginal willingness to pay (MWTP), a pecuniary value for additional units of the attributes. Historical/cultural destinations displayed the highest MWTP value of all tour sites in Seoul, which was estimated to be $74.32. The results also show that a respondent who emphasizes “money and enjoyment” and “authenticity” values is more likely to choose a tour package that includes more opportunities to visit shopping and historical/cultural sites, respectively.