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Using Personal Values to Define Segments in an International Tourism Market

Using Personal Values to Define Segments in an International Tourism Market This study of 429 United States pleasure visitors to Canadademonstrates that research based on personal values can be fruitfullyapplied to the segmentation of international tourism markets. Therelative importance attached by a visitor to 16 attributes whichdescribe the touristic attractiveness of a foreign city were used asclustering variables. Three major segments were found, with each segmentpossessing a unique personalvalue profile. These value profiles weremeaningful and distinctive enough to offer the international tourismmarketer actionable portraits on which to base product development andmarketing communication strategies that match a segments personalvalueorientations. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

Using Personal Values to Define Segments in an International Tourism Market

International Marketing Review , Volume 8 (1) – Jan 1, 1991

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0265-1335
DOI
10.1108/02651339110003952
Publisher site
See Article on Publisher Site

Abstract

This study of 429 United States pleasure visitors to Canadademonstrates that research based on personal values can be fruitfullyapplied to the segmentation of international tourism markets. Therelative importance attached by a visitor to 16 attributes whichdescribe the touristic attractiveness of a foreign city were used asclustering variables. Three major segments were found, with each segmentpossessing a unique personalvalue profile. These value profiles weremeaningful and distinctive enough to offer the international tourismmarketer actionable portraits on which to base product development andmarketing communication strategies that match a segments personalvalueorientations.

Journal

International Marketing ReviewEmerald Publishing

Published: Jan 1, 1991

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