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Linking attitudes and demographics in a tourist segmentation model : a two-stage approach

Kattiyapornpong, Uraiporn and Miller, Kenneth E. 2008, Linking attitudes and demographics in a tourist segmentation model : a two-stage approach, in ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat, Promaco Conventions, Canning Bridge, W.A..

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Title Linking attitudes and demographics in a tourist segmentation model : a two-stage approach
Author(s) Kattiyapornpong, Uraiporn
Miller, Kenneth E.
Conference name Australian and New Zealand Marketing Academy Conference (2008 : Sydney, N.S.W.)
Conference location Olympic Park, Sydney, N.S.W.
Conference dates 1-3 December 2008
Title of proceedings ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat
Editor(s) Spanjaard, Daniela
Denize, Sara
Sharma, Neeru
Publication date 2008
Conference series Australian and New Zealand Marketing Academy Conference
Publisher Promaco Conventions
Place of publication Canning Bridge, W.A.
Summary Segmentation has been widely studied in tourism research e.g. Dolnicar (2004). Dawley (2006) points that commonly used segmentation variables such as demographics lead to identifiable segments which are not actionable while other useful approaches e.g. psychographics, are actionable but not identifiable. The objective of this paper is to develop a two-stage linkage approach to segmentation whereby cluster analysis using psychographic variables is conducted within demographic group. Demographic groups are selected based on propensity to travel. This research utilizes data generated from a cross-sectional self-completed survey of 49,105 Australian respondents on travel and tourism. The managerial usefulness of this segmentation is assessed. Clearly segments can be directly linked both demographically and psychographically.
Notes Reproduced with the kind permission of the copyright owner.
ISBN 9781863081443
1863081445
Language eng
Field of Research 150505 Marketing Research Methodology
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2008, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30018125

Document type: Conference Paper
Collections: School of Management and Marketing
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.