How to Detect Travel Market Segments: A Clustering Approach
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TL;DR
A cluster-analytic approach to benefit segmentation is described using an illustrative empirical example drawn from the Austrian domestic travel market, demonstrating that some benefits are incompatible with each other at the segment level, and that the "average" vacationer may be only a statistical artifact.
Abstract
A cluster-analytic approach to benefit segmentation is described using an illustrative empirical example drawn from the Austrian domestic travel market. The results demonstrate that some benefits are incompatible with each other at the segment level, and that the "average" vacationer may be only a statistical artifact.