*4.3. Visitors' WTP for Less Preferred Seasons*

Based on preferred seasons for night tourism, groups were divided into Group C that prefers only peak seasons (spring, fall), and Group D that also prefers non-peak seasons (summer, winter). Due to seasonal characteristics of Korea, visitors are mainly concentrated during the seasons of spring and fall which are the most pleasant times to enjoy night sightseeing. Considering the frequency of visits, 46.5% of Group C visitors who only prefer peak seasons had more than three nights visits to Suwon Hwaseong Fortress, whereas 52.2% of Group D visitors who also prefer non-peak seasons had more

than three visits. This indicates that many visitors who also prefer non-peak seasons are loyal visitors to tourist attractions. In contrast to the results of the MWTP for less preferred times, the MWTP in the group that also prefers non-peak seasons may be higher.

The conditional logit model estimation results of the CE for each group are summarized in Table 5. The coefficient estimates of the payment amount in both groups are negative and statistically significant at the 0.01 level, indicating rational decision making occurred. All attribute and level coefficient estimates in both groups were positive and statistically significant.


**Table 5.** MWTP estimates for preferred easons.

<sup>1</sup> Willingness to pay is a payment amount that one is willing to pay as content is added compared to level 1. Square brackets indicate 90% confidence interval using the Krinsky–Robb [43] parametric bootstrapping. <sup>2</sup> \*\* The different in payment amount is statistically significant at the 0.10 level.

The difference in MWTP in groups divided according to preferred seasons was greater than in groups divided according to preferred times. Group D that also prefers non-peak seasons was more willing to pay than Group C that only prefers peak seasons. In particular, MWTP was 1.7–2.8 times larger for paid experience activities, tourism vehicles, and interpretation, and these differences were statistically significant. The payment amount that visitors were willing to pay at level 3 were highest in the order of Performance > Experience activities > Tourism vehicles > Night view > Interpretation.
