The Biggest Bang for the Buck: Valuation of Various Components of a Regional Promotion Campaign by Participating Restaurants
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This study examined how various components of the Certified South Carolina campaign are
valued by participating restaurants. A choice experiment was conducted to estimate the
average willingness to pay (WTP) for each campaign component using a mixed logit model.
Three existing campaign components—Labeling, Multimedia Advertising, and the ‘‘Fresh on
the Menu’’ program—were found to have a significant positive economic value. Results also
revealed that the type of restaurant, the level of satisfaction with the campaign, and the
factors motivating participation significantly affected restaurants’ WTP for the campaign
components.