Targeting tourists with state branding programs

The value tourists place on state of origin, as conveyed through a state brand or a description of origin, was evaluated for restaurant menu items and gift shop items. The implicit prices for the Arizona Grown logo and an Arizona origin description were determined through a conjoint analysis experiment. It was determined that tourists do value information on the local origin of their menu selections. Similarly, buyers of salsa and candy also value local origin. These findings suggest new marketing opportunities for Arizona farmers and retail outlets. They also provide some justification for charging a licensing fee for participants in a branding program.