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Keywords: Marginal willingness to pay
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Journal Articles
Journal of Hospitality and Tourism Technology (2024) 15 (2): 197–210.
Published: 23 February 2024
... with variations in attribute combinations. It achieves this by considering various alternatives with different attribute levels of the research subject. The main logic of CE is to derive marginal willingness to pay (MWTP), which converts a user’s utility into a currency value, thereby allowing us to identify...
