|dc.description.abstract||This thesis use choice experiment to value consumers willingness to pay (WTP) for ski
passes and contribution maximizing prices for ski resorts in the Inland region of Norway.
Respondents consisting of total 346 where asked to choose between hypothetical scenarios
with different attributes and prices. Logit and conditional logit models where used to
estimate the utility customers receive in ski resorts under different scenarioes. The receieved
utility measures include different weather scenarios, crowdedness in slopes, weekday and
different alpine ski resort. Using conjoint analysis these attributes determinate consumers
preferences when purchasing a ski pass. Based on the part-worth utilities derived from the
conjoint analysis a market simulation was run to obtain market share for different level of
crowdedness and the studied ski resorts. We came up with data points that where representing
a demand function. We used the logistic function to interpolate the demand function, and we
where using explicit the logistic function to estimate demand for an particular price level.
Using Solver in MS Excel we came up with recommended contribution maximizing prices
under different levels of crowdedness for the three studied ski resorts.
Additionally, this thesis reveal characteristics that have significant effect on the willingness
to pay for ski passes.
We find that, at parity with price and customers preferences, the average consumer
is willing to pay NOK 262 less when it very crowded slopes compared to not crowded
slopes. Additionally we see that customers are willing to pay NOK 118 less when visiting
Skeikampen ski resort compared to Hafjell ski resort , and NOK 155 less when visiting
Sjusjøen ski resort compared to Hafjell ski resort.
This thesis is a part of Innovative Pricing Approach in the Alpine Skiing industry
(IPAASKI)1, a research project studying how to develop and implement innovative pricing
schemes in the Alpine skiing industry.||nb_NO