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Utility in Willingness to Pay Space: A Tool to Address Confounding Random Scale Effects in Destination Choice to the Alps
Author(s) -
Scarpa Riccardo,
Thiene Mara,
Train Kenneth
Publication year - 2008
Publication title -
american journal of agricultural economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.949
H-Index - 111
eISSN - 1467-8276
pISSN - 0002-9092
DOI - 10.1111/j.1467-8276.2008.01155.x
Subject(s) - willingness to pay , econometrics , distribution (mathematics) , scale (ratio) , statistics , discrete choice , mathematics , economics , geography , microeconomics , cartography , mathematical analysis
We compare two approaches for estimating the distribution of consumers' willingness to pay ( WTP ) in discrete choice models. The usual procedure is to estimate the distribution of the utility coefficients and then derive the distribution of WTP , which is the ratio of coefficients. The alternative is to estimate the distribution of WTP directly. We apply both approaches to data on site choice in the Alps. We find that the alternative approach fits the data better, reduces the incidence of exceedingly large estimated WTP values, and provides the analyst with greater control in specifying and testing the distribution of WTP .