From Sun-and-Beach to Cultural Tourism: Designing an Optimal Tourist Card for Gran Canaria Using a Stated Choice Experiment

This dataset accompanies the article "From sun-and-beach to cultural tourism: designing an optimal Destination Card for Gran Canaria using a Stated Choice Experiment." The study tests the hypothesis that tourists in Gran Canaria are willing to pay for a destination card that includes cultural attractions and public transport—particularly if the card is time-based. The data were collected via a face-to-face stated choice experiment with 117 tourists in Las Palmas de Gran Canaria. Respondents evaluated hypothetical destination card options described by attributes such as validity duration, number of included museums, and inclusion of public transport. The dataset contains individual socio-demographics, card preferences, and stated choices across several experimental scenarios. Model estimation was conducted using a mixed logit model implemented in R with the Apollo package (script included). Key findings show a strong preference for time-based cards with integrated public transport and museum access. Barriers to adoption include lack of awareness and perceived low value. The dataset (plain text), R code, and manuscript are provided to allow full reproducibility and further research on tourist behavior, demand-side evaluation of bundled tourism products, or discrete choice modeling more broadly.