RT info:eu-repo/semantics/article T1 Post Hoc Tourist Segmentation with Conjoint and Cluster Analysis A1 Ferreira Lopes, Sérgio Dominique A1 Rial Boubeta, Antonio A1 Varela Mallou, Jesús K1 Market Segmentation K1 Conjoint Analysis K1 Clusters Analysis K1 Tourist Preferences. AB In the present work, the authors want to illustrate the advantages of the combined use of the Conjoint Analysis and the Cluster Analysis in market segmentation. The benefits are easily understand-able since the Conjoint Analysis allows researchers to know the structure of the consumer’s preferences and the Cluster Analysis allows grouping those consumers by their preferences. So, with the enormous diversification that characterizes tourism, it doesn’t make sense segmenting market with a priori proce-dures. It’s preferable to carry out a post hoc segmentation in order to know more detailed and relevant information like tourists preferences (estimated with the Conjoint Analysis). This procedure creates a competitive advantage. Hence, segmenting markets based on the preferences of consumers allows re-searchers and professionals to better evaluate which the real preferences are (by clusters) and to better develop marketing strategies that better suit the consumers’ preferences PB Instituto Universitario de Investigación Social y Turismo SN 1695-7121 YR 2009 FD 2009 LK http://riull.ull.es/xmlui/handle/915/18087 UL http://riull.ull.es/xmlui/handle/915/18087 LA en DS Repositorio institucional de la Universidad de La Laguna RD 29-mar-2024