Choice modelling
This method is related to CVM in that it is a direct approach that elicits state preference of WTP or WTA. It can be incorporated into CVM, but perhaps can be more correctly viewed as a development of it that contains extensive representative list of preference. Whereas CVM gives one alternative to the status quo, CM is designed to allow for a range of choice responses. It is related to the dichotomous choice technique in CVM and is also similar to the characteristic demand theory, an exposition of which has been given in chapters 2 and 3. It is gaining favour because it allow for many characteristic of the environmental issue being examine to be explored. As yet it has not been widely applied in the tourism field, although in a review of the method, includes illustrative cases. It has the same drawbacks as CVM in survey design and operation, a particular problem being the difficulty of respondents to decide on a choice of the several offered.