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Image segmentation: the case of a tourism destination

Image segmentation: the case of a tourism destination The vacation market is segmented based upon the images held by non-residents of a tourism destination. These images were assessed via self-administered questionnaires, returned by more than 900 survey participants. A posteriori segmentation - performed based upon similar perceptions of natural, cultural, recreational and climate amenities - identified four market segments with distinct images. The market segment expressing the most favorable image also stated the highest intent to visit; conversely, the segment expressing the least favorable image stated the lowest intent to visit. For each segment a demographic profile is established and managerial implications, both short-term and long-term, for targeting these segments are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Image segmentation: the case of a tourism destination

Journal of Services Marketing , Volume 15 (1): 18 – Feb 1, 2001

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References (44)

Publisher
Emerald Publishing
Copyright
Copyright © 2001 MCB UP Ltd. All rights reserved.
ISSN
0887-6045
DOI
10.1108/08876040110381517
Publisher site
See Article on Publisher Site

Abstract

The vacation market is segmented based upon the images held by non-residents of a tourism destination. These images were assessed via self-administered questionnaires, returned by more than 900 survey participants. A posteriori segmentation - performed based upon similar perceptions of natural, cultural, recreational and climate amenities - identified four market segments with distinct images. The market segment expressing the most favorable image also stated the highest intent to visit; conversely, the segment expressing the least favorable image stated the lowest intent to visit. For each segment a demographic profile is established and managerial implications, both short-term and long-term, for targeting these segments are discussed.

Journal

Journal of Services MarketingEmerald Publishing

Published: Feb 1, 2001

Keywords: Image; Tourism

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