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Market Segmentation in the Decision Making Process in Tourism

Alexandra Vinerean
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Alexandra Vinerean: Lucian Blaga University of Sibiu

Expert Journal of Business and Management, 2014, vol. 2, issue 1, 14-29

Abstract: In this paper, I examine the responses of 154 tourists in relation to their predisposition to purchase and the patterns and habits that are usually decisive in the decision making process regarding tourism services or products. For this research, I conducted a selective direct research, whose purpose was to obtain a segmentation of consumers who purchase tourism services based on specific dimensions of behavior. This research also implied studying the behavior of current and potential customers who purchase travel services depending on several variables for establishing different consumption habits. Thus, to establish a more detailed image of the tourists who participated in this direct and selective research, the analysis involved a factor analysis and a cluster analysis.

Keywords: consumer behavior; tourism; market segmentation; tourist dimensions; decision making process (search for similar items in EconPapers)
JEL-codes: M31 M21 (search for similar items in EconPapers)
Date: 2014
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