This paper proposes a new coefficient for measuring economic valuation based on utility scores and attribute importance values derived from standard conjoint analysis. The coefficient allows one to quantify the impact of a change in an attribute of a good or service in monetary terms. We utilize the suggested coefficient for the economic valuation of a worldwide cultural event to reveal the trade-offs among its attributes in terms of total revenue variation. In addition, our findings indicate how the user degree of satisfaction affects the determinants of demand in generating an economic surplus or fall.
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