Measuring Visitors＇ Preferences for Establishing Sustainable Tourism Products： An Empirical Research

The management of coastal zones in terms of tourism exploitation remains a crucial issue in achieving sustainable development and customer satisfaction. The interrelation between the coastal zone and the preference structure of visitors form a desired tourism setting and a hospitable destination in which environmentally friendly practices dominate the tourism aspects. Conjoint analysis was used with a purpose of eliciting respondents＇ preferences and answering questions concerning the features that compose a sustainable tourism product. In the survey, 16 proposed combinations of tourism characteristics were rated by 1,433 respondents. The three most preferred factors of the proposed tourism product were the accommodation factor, the sea activities factor and the fishery tourism factor with averaged importance scores 27,351,22,900 and 2 1, 13 1, respectively.