How Do Restaurants Benefit from Various Components of a Regional Promotion Campaign?
No hay miniatura disponible
Fecha
Título de la revista
ISSN de la revista
Título del volumen
Editor
Resumen
Descripción
This study analyses the economic value of various components of the Certified South Carolina Grown Campaign from the perspective of participating restaurants. A stated-preference choice experiment was conducted as part of the restaurant survey to estimate the willingness to pay (WTP) for each campaign component using a mixed logit model. Individual level WTP was calculated in order to explore the relationship between WTP and characteristics of restaurants. Results indicate that three existing components--Labeling, Multimedia Advertising, and "Fresh on the Menu" have significant positive economic value.