Tourist Preferences and Willingness‐to‐Pay for Nighttime Tourism Using a Discrete Choice Experiment

ABSTRACT This study employs a discrete choice experiment to analyze tourists' preferences and willingness‐to‐pay (WTP) for nighttime tourism at Gyeongbokgung Palace. In addition, an exploratory sequential mixed‐methods approach was used, comprising a literature review and two‐stage in‐depth interviews, to identify the key attributes relevant to nighttime tourism. Tourists showed preferences for content, souvenirs, and convenient services, and were willing to pay extra for these attributes, though for commentary programs. Usage guidance on how to use the tourism service elicited the greatest WTP. Cluster analysis revealed heterogeneous preferences based on heritage experiences. Nostalgic explorers preferred traditional performances, heritage enthusiasts preferred interpretative services, and the heritage voyagers valued barrier‐free facilities. These findings highlight the importance of developing customized nighttime tourism products that align with tourists' heritage experiences and preferences. This study contributes theoretically and methodologically by employing mixed methods to examine attributes, and it offers practical strategies for advancing heritage nighttime tourism.