Using Cluster Analysis to Segment a Sample of Australian Ecotourists
Author(s)
Weaver, David
Lawton, Laura
Griffith University Author(s)
Year published
2005
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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.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.
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Book Title
Tourism Research Methods: Integrating Theory with Practice