Resumo

SAMOS JUAREZ, Almudena  e  BERNABEU CANETE, Rodolfo. Preferences of services in the natural park "Los Calares del Mundo y de la Sima" (Castilla-La Mancha, Spain). Agrociencia [online]. 2011, vol.45, n.4, pp.519-530. ISSN 2521-9766.

Public authorities, in exercise of their powers, should consider which recreational facilities they can offer citizens in protected natural areas. In this sense, the study of the consumer preferences is essential in managing these spaces to meet visitors' demands. To determine these preferences we conducted 410 surveys to the visitors of the Parque Natural de los Calares del Mundo y de la Sima, in Castilla-La Mancha, Spain. With the technique of conjoint analysis, the results showed two segments of consumers in different preferences. While some preferred to perform activities (hiking or mountain), others were in favor that access to the park could be done by car, and both groups were in favor of the park having tables for picnics.

Palavras-chave : conjoint analysis; consumer behavior; natural areas; service simulation; marketing strategies.

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