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The relevance of revealed preferences in market oriented innovations
ISBN
3-9521723-6-7
Type
conference paper
Date Issued
2005-08-28
Author(s)
Editor(s)
Keller, Peter
Abstract
Most of the traditional destinations and cable car companies in alpine regions oper-ate in mature, stagnating markets. To attract new and bind existing customers, inno-vations are needed. The starting point of innovation can be the company's compe-tencies (push approach) or the customers needs (pull approach). Referring to the market pull approach an increasing emphasis should be put on the issue of stated versus revealed preferences. To go for the right innovations, knowing the real, the revealed preferences is crucial. This paper deals with revealed preferences, examplified by customers of a major Swiss cable car company. The goal is to identify revealed preferences by applying the Kano model of customer satisfaction. In combina-tion with an analysis of the perceived service quality the consequences for innova-tions based on revealed preferences are worked out. By this, a better understanding of methods to guide demand pull innovations is provided. The article concludes with theoretical learnings and practical implications for service and product development.
Language
English
Keywords
innovation in tourism
hidden preferences
customer satisfaction
market oriented
future products
customer value in tourism
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Innovation in Tourism - Creating Customer Value
Publisher
Ed. AIEST
Publisher place
St. Gallen
Start page
31
End page
49
Pages
19
Event Title
55th International Asociation of Scientific Experts in Tourism (AIEST) Congress
Event Location
Brainerd, USA
Event Date
28.08.-01.09.2005
Subject(s)
Division(s)
Eprints ID
19839