Market segmentation in tourism makes use of sets of powerful analytical tools for the sake of planning and managing demand-oriented policies. This paper contributes to this strand of literature by segmenting tourists visiting a cultural event. We utilize the Bagged Clustering method, a combination of traditional partitioning and hierarchical techniques, which is proven to be more effective. An ad hoc survey was con- ducted in 2011 among the Italian visitors of the Christmas Market in Merano, Northern Italy. A total of 802 questionnaires were collected. In discussing the results, marketing and managerial implications are stressed for both policymakers and local organizers.

Segmenting visitors of cultural events: The case of Christmas Market

BRIDA J. G.;SCUDERI, RAFFAELE
2014

Abstract

Market segmentation in tourism makes use of sets of powerful analytical tools for the sake of planning and managing demand-oriented policies. This paper contributes to this strand of literature by segmenting tourists visiting a cultural event. We utilize the Bagged Clustering method, a combination of traditional partitioning and hierarchical techniques, which is proven to be more effective. An ad hoc survey was con- ducted in 2011 among the Italian visitors of the Christmas Market in Merano, Northern Italy. A total of 802 questionnaires were collected. In discussing the results, marketing and managerial implications are stressed for both policymakers and local organizers.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11387/69127
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