Research On Product Design Of The Travel Agency Based On Conjoint Analysis

In tourism industry, it is a fact that the low price product is as the primary means of competition between travel agencies. One important reason is that the product of travel agency can be easy to imitate, homogenization and lack of innovation.Now, the product designs mainly rely on some Industrial practitioners’ experiences or subject judgment. And it is lack of scientific and reasonable technical method. Conjoint analysis is one method of marketing research about consumers’ preference, which has not been applied in tourism industry. If conjoint analysis can be applied to design the products or assist to make decision, it will be an effective way to solve homogeneity for travel agencies.First, on the basis of analyzing background of tourism industry and tourism subject, the significance of this research can be proposed. Second, the conception of the product of travel agency can be defined, and it can be divided into the core products and non-core products two parts from the viewpoint of technology. Third, the conjoint analysis and the design of travel agency product can be combined effectively together on the basis of analyzing the market segment theory and the modern design theory. And so it can assist the travel agency to design product and forecast with analyzing the tourists’preference degree to the elements of product.