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Government and public services have to not only enforce the requirements of the regulatory policies, but also have to satisfy the needs of preferences of their clients and customers. In this paper, we summarize the results of a multi-year case study conducted to assess the choices of campground users at the Shawnee National Forest (Illinois), which is managed by United States Forest Service. The results show how users’ tradeoff between location, capacity-related and pricing attributes when choosing a campground. The case study provides guidance for design and development of new services and more effective management of effective resources within the national forest.


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© Elsevier. DOI: 10.1016/j.jom.2005.06.004. Final version published as: Verma, R., Louviere, J. J., & Burke, P. (2006). Using a market-utility-based approach to designing public services: A case illustration from United States Forest Service. Journal of Operations Management, 24(4), 407-416. Reprinted with permission. All rights reserved.