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.
International Marketing Review – Emerald Publishing
Published: Jan 1, 1991