This research contributes to wellness and spa tourism literature by analyzing the preferences of German health travelers with a focus on natural treatments. Based on the findings of a literature review on health travelers’ preferences, a choice-based conjoint analysis was conducted with a...

Traditionally, the choice-based conjoint analysis relies on the assumption of rational decision makers that use all available information. However, several studies suggest that people ignore some information when making choices. In this paper, we build upon recent developments in the choice...