Linking Attitudes and Demographics in a Tourist Segmentation Model - A Two-Stage Approach

Kattiyapornpong, U; Miller, K

Linking Attitudes and Demographics in a Tourist Segmentation Model - A Two-Stage Approach

Kattiyapornpong, U Miller, K

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Publisher:: ANZMAC
Publication Type:: Conference Proceeding
Citation:: Australia and New Zealand Marketing Academy Conference 2008: Marketing: Shifting the Focus from Mainstream to Offbeat, 2008, pp. 1 - 6
Issue Date:: 2008-01

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Field	Value	Language
dc.contributor.author	Kattiyapornpong, U	en_US
dc.contributor.author	Miller, K	en_US
dc.contributor.editor	Spanjaard, D	en_US
dc.contributor.editor	Denize, S	en_US
dc.contributor.editor	Sharma, N	en_US
dc.date	2009-12-01	en_US
dc.date.issued	2008-01	en_US
dc.identifier.citation	Australia and New Zealand Marketing Academy Conference 2008: Marketing: Shifting the Focus from Mainstream to Offbeat, 2008, pp. 1 - 6	en_US
dc.identifier.isbn	1863081445	en_US
dc.identifier.uri	http://hdl.handle.net/10453/11431
dc.description.abstract	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.	en_US
dc.publisher	ANZMAC	en_US
dc.relation.ispartof	Australia and New Zealand Marketing Academy Conference 2008: Marketing: Shifting the Focus from Mainstream to Offbeat	en_US
dc.relation.ispartof	Australian and New Zealand Marketing Academy Conference	en_US
dc.title	Linking Attitudes and Demographics in a Tourist Segmentation Model - A Two-Stage Approach	en_US
dc.type	Conference Proceeding
utslib.location	Sydney, Australia	en_US
utslib.location.activity	Sydney, Australia	en_US
utslib.for	1505 Marketing	en_US
dc.location.activity	Sydney, Australia	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	open_access
pubs.consider-herdc	true	en_US
pubs.place-of-publication	Sydney, Australia	en_US
pubs.start-date	2009-12-01	en_US

Abstract:

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.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/11431