Tourism products are composed of a bundle of attributes that have differing perceived values to consumers. Conjoint analysis is used in choice situations to provide an index of the relative value of such attributes and the “part worths” of attributes in influencing preferences. Since revealed preference through actual choice may be the only realistic observable phenomenon accessible to the researcher, this quantitative decompositional approach is likely to have a high degree of validity. Using least squares analysis, separate “part worths” may be estimated for each level of each attribute. Their values may be added together to predict the potential attractiveness of any new product given the combination of attributes at specific levels.