Using Personal Values to Define Segments in an International Tourism Market

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167 citations0/0 files storedInternational Marketing Review

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Diverse Aspects of Tourism Research Cultural Differences and Values Consumer Behavior and Market Dynamics

Abstract

This study of 429 United States pleasure visitors to Canada demonstrates that research based on personal values can be fruitfully applied to the segmentation of international tourism markets. The relative importance attached by a visitor to 16 attributes which describe the touristic attractiveness of a foreign city were used as clustering variables. Three major segments were found, with each segment possessing a unique personal‐value profile. These value profiles were meaningful and distinctive enough to offer the international tourism marketer actionable portraits on which to base product development and marketing communication strategies that match a segment′s personal‐value orientations.

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References

1997Motivation and Personality 2025Advances in Consumer Research 1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 1977Values in Education and Society 1982The Inner American: A Self-Portrait from 1957 to 1976 1974Establishing a Measure of Touristic Attractiveness 1986The Nine Nations of North America and the Value Basis of Geographic Segmentation 1979Developing Practical Procedures for the Measurement of Personal Values in Cross-Cultural Marketing

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