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 23-nov-2024