Measuring tourist satisfaction: a factor-cluster segmentation approach

Andriotis, Konstantinos and Agiomirgianakis, George and Mihiotis, Athanasios (2008) Measuring tourist satisfaction: a factor-cluster segmentation approach. Journal of Vacation Marketing, 14 (3). pp. 221-235. ISSN 1356-7667

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Tourist satisfaction has been considered as a tool for increasing destination competitiveness. In an attempt to gain a better understanding of tourists’ satisfaction in an island mass destination this study has taken Crete as a case with the aim to identify the underlying dimensions of tourists’ satisfaction, to investigate whether tourists could be grouped into distinct segments and to examine the significant difference between the segments and sociodemographic and travel arrangement characteristics. A segmentation procedure based on destination dimensions produced three clusters: the ‘Higher-Satisfied’; the ‘In-Betweeners’; and the ‘Lower-Satisfied’. The implications and the conclusions of the study are provided in relation to the marketing of the island of Crete in the future.

Item Type: Article
Keywords (uncontrolled): Satisfaction, Segmentation, Sociodemographic characteristics, cluster, factor analysis, Crete
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 13225
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Depositing User: Konstantinos Andriotis
Date Deposited: 02 May 2014 10:21
Last Modified: 06 Sep 2018 08:14

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