Segmentação do mercado turístico através do Multidimensional Scaling: Uma aplicação do modelo Unfolding

Sérgio Dominique Ferreira Lopes; Sancha Catarina Frazão Maia

doi:10.25145/j.pasos.2012.10.013

Segmentation of the Tourism Market through Multidimensional Scaling: An application of the Unfolding Model

Authors

Sérgio Dominique Ferreira Lopes
Sancha Catarina Frazão Maia

DOI:

https://doi.org/10.25145/j.pasos.2012.10.013

Keywords:

Tourism marketing, Tourism Segmentation, Multidimensional Scaling, Tourist Prefe- rences, ; Multidimensional Scaling, Cluster Analysis

Abstract

Currently, the markets are focusing increasingly on meeting the preferences of con- sumers as a way of achieving sustainable growth. Thus, managing tourism products on the basis of marketing focus and based on R+D+i, i.e., market Research and Development of innovative methodo- logies is a paradigm used increasingly. In this sense, the main objective of this paper is to illustrate the advantages of carry out the MDS in the analysis of consumer preferences and in marketing seg- mentation. The results showed the existence of three clusters, namely a cluster driven by the pleasant climate; a second cluster driven by Nightlife and a third cluster driven by a Cultural offer, Prices and Food Quality.

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Author Biographies

Sérgio Dominique Ferreira Lopes

Doutor pela Universidade de Santiago de Compostela, Master em Brand Management. Do- cente da Escola Superior de Gestão do Instituto Politécnico do Cávado e do Ave (ESG-IPCA), Portugal

Sancha Catarina Frazão Maia

MBA em Banca, Finanças e Seguros pela Universidade de Santiago de Compostela. Unidades de Saúde Familiar – Associação Nacional (USF-NA), Portugal.

Downloads

PS0112_12.pdf (Português (Brasil))

Published

2012-01-17

How to Cite

Ferreira Lopes, S. D., & Frazão Maia, S. C. (2012). Segmentation of the Tourism Market through Multidimensional Scaling: An application of the Unfolding Model. PASOS Revista De Turismo Y Patrimonio Cultural, 10(1), 139–145. https://doi.org/10.25145/j.pasos.2012.10.013

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Issue

Vol. 10 No. 1 (2012): PASOS Journal of Tourism and Cultural Heritage 10(1), 2012

Section

Articles

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