The Analysis for the Partial Utilities of Attributes Comprising Yukata Rental Service

Abstract

We verified whether the latent demand exists for high-priced, high-value-added services in Yukata rental services, which are experiencing excessive competition by conjoint analysis. Yukata rental service consists of the following five attributes: rental price, grade of yukata, location of the service, design, and package options with the rental service. We asked respondents to evaluate the multiple fictitious Yukata rental services varying the level of the five attributes in the questionnaire and analyzed the effect of each attribute on the evaluation of the service. The results showed that the demand was higher when the service was provided in Kyoto and Asakusa, and when a higher grade of Yukata was offered, even if the rental price increased. In other words, the results suggest the existence of the latent demand for the Yukata rental service with high prices and high quality.