Exploring the constraint profile of winter sports resort tourist segments

Priporas, Constantinos-Vasilios and Vassiliadis, Chris A. and Bellou, Victoria and Andronikidis, Andreas (2015) Exploring the constraint profile of winter sports resort tourist segments. Journal of Travel Research, 54 (5). pp. 659-671. ISSN 0047-2875

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Abstract

Many studies have confirmed the importance of market segmentation both theoretically and empirically. Surprisingly though, no study has so far addressed the issue from the perspective of leisure constraints. Since different consumers face different barriers, we look at participation in leisure activities as an outcome of the negotiation process that winter sports resort tourists go through, to balance between related motives and constraints. This empirical study reports the findings on the applicability of constraining factors in segmenting the tourists who visit winter sports resorts. Utilizing data from 1,391 tourists of winter sports resorts in Greece, five segments were formed based on their constraint, demographic and behavioral profile. Our findings indicate that such segmentation sheds light on factors that could potentially limit the full utilization of the market. To maximize utilization, we suggest customizing marketing to the profile of each distinct winter sports resort tourist segment that emerged

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 14608
Useful Links:
Depositing User: Costas Priporas
Date Deposited: 22 Apr 2015 11:03
Last Modified: 09 Sep 2018 02:52
URI: http://eprints.mdx.ac.uk/id/eprint/14608

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