Using cluster analysis to segment a sample of Australian ecotourists.
CABI Publishing eBooksPublished 1 January 2005
David Weaver, Laura J. Lawton
Citations11
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Abstract
This chapter highlights the strengths and weaknesses of cluster analysis for those considering its application as a market segmentation technique. The first section considers the nature and philosophical underpinnings of cluster analysis. The second section discusses the method's application to the Lamington ecotourism market study (Queensland, Australia), including the questionnaire design, sampling procedure and data analysis.
Keywords
Social SciencesBusiness, Management and Accounting