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Abstract

The “Blue Highway” in the NE region of Taiwan includes the tour itineraries of Keelung-Suao, Suao-Hualien and Keelung-Hualien, each with its individual oceanic scenic features and its potential corresponding onshore scenic spots. This study explores the relationship between the “Blue Highway” tour portfolios and price attributes to collect the preference recognition of the public concerning the NE region “Blue Highway” tour itineraries and prices with the stated preference method. The utility function of the discrete choice model assumes the impact effect among attributes to be in a linear relationship plus percentages. The price threshold model improves the assumption of this efficiency function as a linear relationship plus percentages by thinking that a decision maker would consider the impact factor of price threshold value but not consider the trade-off relationship of all attributes. The study, through model parameter calibration/evaluation and the threshold value priority search process, reflects consumers' price upper limit concept in the interpretation model, comparing it to the discrete choice model and the price threshold model. As shown in the empirical results of the study, the interpretation competence of the price threshold model indeed is better than the discrete choice model. The study results can provide the government sector and operators references in studying and setting the “Blue Highway” tour alternative price strategies and marketing strategies.

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