Residents’ place image: a meaningful psychographic variable for tourism segmentation?

Stylidis, Dimitrios and Sit, Jason and Biran, Avital (2018) Residents’ place image: a meaningful psychographic variable for tourism segmentation? Journal of Travel and Tourism Marketing, 35 (6). pp. 715-725. ISSN 1054-8408

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Abstract

While there has been a considerable body of research on tourists’ place image, there remains limited attention on residents’ place image, specifically, in relation to its segmentation utility. This study seeks to address this oversight by a) clustering the local residents based on the image held of a tourism place, and b) exploring the extent to which the identified image-based resident clusters share similar (dissimilar) demographic characteristics and attitude towards tourism development. Empirical analysis was based on a sample of 481 residents of a Greek city. The findings support the utility of residents’ place image as a psychographic segmentation variable revealing the existence of three distinct resident groups - termed “Nature Loving”, “Apathetic” and “Advocate.” Results also suggest that these resident groups exhibit dissimilar demographic characteristics and dissimilar attitude towards tourism. In comparison with other segments, the Apathetic exhibits the least favourable image and the least supportive attitude towards tourism.

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 23449
Notes on copyright: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Travel and Tourism Marketing on 29/01/2018, available online: http://www.tandfonline.com/10.1080/10548408.2018.1425176
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Depositing User: Dimitrios Stylidis
Date Deposited: 30 Jan 2018 17:07
Last Modified: 15 Sep 2018 04:53
URI: http://eprints.mdx.ac.uk/id/eprint/23449

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