In:
Journal of Travel Research, SAGE Publications, Vol. 54, No. 2 ( 2015-03), p. 251-265
Abstract:
The opportunity to experience nature-based activities at a destination with climate variations is a major driver of visitation for tourists. Despite significant research into seasonality and nature-based activity preferences, academic researchers are not profiling activity-oriented tourists into segments based on temporal factors such as seasons. To address this research gap, an expert panel was first asked to classify activities collected in a large secondary Norwegian tourist questionnaire into seasons. Next, 8,962 potential nature-based tourists were segmented based on summer, winter, and year-round activity preferences. When seasonality was taken into account, four clusters were identified. A combined model where seasonality was not addressed yielded fewer segments, and differing variables indicating that segmentation researchers may benefit from considering a fifth segmentation factor, namely temporal, in future. Theoretical and practical implications from this research are outlined and opportunities for future research are provided.
Type of Medium:
Online Resource
ISSN:
0047-2875
,
1552-6763
DOI:
10.1177/0047287513514296
Language:
English
Publisher:
SAGE Publications
Publication Date:
2015
detail.hit.zdb_id:
2036634-6
SSG:
14
SSG:
3,2
Permalink