Segmentation of the Tourism Market through Multidimensional Scaling: An application of the Unfolding Model
DOI:
https://doi.org/10.25145/j.pasos.2012.10.013Keywords:
Tourism marketing, Tourism Segmentation, Multidimensional Scaling, Tourist Prefe- rences, ; Multidimensional Scaling, Cluster AnalysisAbstract
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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