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A Finite Mixture Approach to Uncover the Heterogeneity in the Relationship Between Visit Motivation and Activity Preferences

Published 13 September 2012
Catarina Marques, Elizabeth Reis, João Menezes
Citations1

Abstract

This research uses a model-based segmentation approach in partial least squares path modeling—the FInite MIXture Partial Least Squares (FIMIX-PLS) methodology—to capture the unobserved heterogeneity in the inner path model estimates of the influence of motivation to visit the Portuguese protected areas on visitors' preferences for different types of activities. Three distinctive visitor segments were identified. Results confirm the assumption of heterogeneity as the relationships differ across segments.

Keywords

Social SciencesBusiness, Management and Accounting