TY - JOUR
T1 - Market segmentation and the prediction of tourist behavior
T2 - The case of Bornholm, Denmark
AU - Johns, Nick
AU - Gyimóthy, Szilvia
PY - 2002/1/1
Y1 - 2002/1/1
N2 - Data from a visitor survey on the Danish Island of Bornholm were analyzed using multivariate techniques. Factor analysis of visitors' preferences and behavior patterns indicated three main goals: relaxation, nature, and local culture. Two distinct clusters, "active" and "inactive" vacationers, were derived from the data. Actives tended to be Germans, to plan their vacation carefully to exercise autonomy in their booking of transport and accommodation, and to value the provision of amenities on the island. Inactives were mostly Scandinavians, and though they made fewer plans, they were more likely to visit the island's most popular attractions. On the basis of logistic regression analysis, it is suggested that the most important differentiating factors between clusters were (1) the importance accorded to amenity provision, (2) nationality, (3) age, (4) activity participation, (5) planning behavior, (6) attraction visiting behavior, (7; autonomy, and (8) gender.
AB - Data from a visitor survey on the Danish Island of Bornholm were analyzed using multivariate techniques. Factor analysis of visitors' preferences and behavior patterns indicated three main goals: relaxation, nature, and local culture. Two distinct clusters, "active" and "inactive" vacationers, were derived from the data. Actives tended to be Germans, to plan their vacation carefully to exercise autonomy in their booking of transport and accommodation, and to value the provision of amenities on the island. Inactives were mostly Scandinavians, and though they made fewer plans, they were more likely to visit the island's most popular attractions. On the basis of logistic regression analysis, it is suggested that the most important differentiating factors between clusters were (1) the importance accorded to amenity provision, (2) nationality, (3) age, (4) activity participation, (5) planning behavior, (6) attraction visiting behavior, (7; autonomy, and (8) gender.
UR - http://www.scopus.com/inward/record.url?scp=0036246261&partnerID=8YFLogxK
U2 - 10.1177/0047287502040003009
DO - 10.1177/0047287502040003009
M3 - Journal article
AN - SCOPUS:0036246261
SN - 0047-2875
VL - 40
SP - 316
EP - 327
JO - Journal of Travel Research
JF - Journal of Travel Research
IS - 3
ER -