Understanding resort visitors through segmentation

Inbakaran, R and Jackson, M 2005, 'Understanding resort visitors through segmentation', Tourism and Hospitality Research, vol. 6, pp. 53-71.

Document type: Journal Article
Collection: Journal Articles

Title Understanding resort visitors through segmentation
Author(s) Inbakaran, R
Jackson, M
Year 2005
Journal name Tourism and Hospitality Research
Volume number 6
Start page 53
End page 71
Total pages 18
Publisher Henry Stewart Publications
Abstract Tourist hotel resorts have been considered as indispensable elements in the major tourism industry component of accommodation for several decades. Tourist hotel resorts are sought after by various segments of domestic and overseas tourists all over the world for various holiday purposes. There have been several focused tourism research contributions over the last two decades about their location, life-cycle stages, service quality and management. Few researchers, however, have focused their research on the resort hotel guests' resort selection preferences, satisfaction by resort service, opinion on resort holiday and preference for quality of resort guest activities. This paper tries to fill this vacuum in the resort tourism literature by exploring the visitors' views on resort selection, satisfaction, opinion and preferences. The research attempted to profile 776 visitors holidaying in resorts in selected resorts of Australia through a well-structured, four-page questionnaire divided into five parts containing 18 questions focusing on their reasons for resort selection, resort satisfaction, resort opinion and resort preferences under subtitles. The research also focused on their gender, age, level of education, occupation, life-cycle category, residency, nationality, postcode, years of patronisation, intimate selection choices and willingness to recommend their experiences. An attempt was made to profile the resort visitors through a cluster analysis in order to understand the underlying dimensions on the basis of the above-mentioned factors, segmenting them into identifiable groups. Four discernable clusters of resort visitors and their distinguishing characteristics were identified on the basis of their demographics.
Subject Tourist Behaviour and Visitor Experience
Copyright notice © Henry Stewart Publications
ISSN 1467-3584
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