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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 Review – Emerald Publishing
Published: Jan 1, 1991