In 1993, a travel study was conducted along the Wasatch front in Utah (Research Systems Group INC, 2013). The main purpose of this study was to assess travel behavior to understand the needs for future growth in Utah. Since then, the Research Service Group (RSG), conducted a new study in 2012 to understand current travel preferences in Utah. This survey, called the Residential Choice Stated Preference survey, asked respondents to make ten choice comparisons between two hypothetical homes. Each home in the choice comparison was described by different attributes, those attributes that were used are, type of neighborhood, distance from important destinations, distance from access to public transport, street design, parking availability, commute distance to work, and price. The survey was designed to determine the extent to which Utah residents prefer alternative household attributes in a choice selection. Each attribute contained multiple characteristic levels that were randomly combined to define each alternative home in each choice comparison. Those choices can be explained by Random Utility Theory. Multinomial logistic regression will be used to estimate changes in utility when alternative attribute levels are present in a choice comparison. Using the coefficient estimate for price, a marginal willingness to pay (MWTP) for each attribute level will be calculated. This paper will use two different approaches to obtain MWTP estimates. Method One will use housing and rent price to recode the price variable in dollar terms as defined in the discrete choice experiment. Method Two will recode the price variable as an average ten percent change in home value to extrapolate a one-time payment for homes. As a result, we found that it is possible to obtain willingness to pay estimates using both methods. The resulting interpretations in dollar terms became more relatable. Metropolitan planning organization can use these results to understand how residents perceive home value in dollar terms in the context of location-based attributes for homes.

This diploma thesis is concerned with the use of the choice experiment method for modelling the demand for recreation of rock-climbing in Czech Republic. The main scope of this diploma thesis is to find the main atributes for the individual's decision making about the choice of recreation area and derivation of their implicit prices. The next point of this diploma thesis is to find out a socioeconomic sctructure of the respondents. The theoretical part involves an explanation of the main economic terms, a detailed description of the choice experiment method and a list of papers concerned with a rock climbing. The practical part describes the procedure of the aplication choice experiment method step by step -- the questioning preparation, the data survey, the data analysis and the interpretation of results. The conditional logit is used to the choice experiment analysis.