Dongkoo Yun

Segmenting the market of first‐time visitors to an island destination

Purpose: The main purpose of this study is to segment the market of first-time visitors based on the activities travelers engage in while at a destination. The various segments are then profiled by demographics, socio-economic variables, and trip-related characteristics.Design/methodology/approach: This study is based on 1,104 exit surveys completed by first-time visitors to the Canadian province of Prince Edward Island, a major island tourist destination. Clustering analysis is used to develop the segments. In addition, analysis of variance (ANOVA), multivariate analysis of variance (MANOVA), discriminant analysis, and Chi-Square analyses are completed.Findings: The results indicate that there are three distinct segments of first-time visitors based on travel activities: “culture-oriented” (26% of the market), “active” (37%), and “casual” (37%). The key differences among the three segments are illustrated using demographics, socio-economic variables, trip-related characteristics, and spending patterns. Based on these results, it is clear that the three segments are sustainable and profitable.Practical implications: Segmenting markets for products or services, in any industry, is vital to gain a better understanding of the customer, and to better allocate scarce tourism resources to product development, marketing, service, and delivery. Therefore, all tourism industry stakeholders must be aware of the market segments that are currently visiting the destination.Originality/value: Tourist segments based on activities are not absolutes; they should be viewed on a continuum. The majority of first-time visitors to a destination engage in a variety of travel activities. The continuum of highlighted activities across the segments is from more to less involved. Successful tourism destinations are those that meet the various activity needs of their segments in both their marketing and “on the ground.”

An Examination of the Effects of Perceived Quality, Price-Value and Satisfaction of Golf Tourists' Behavioural Intentions: A Structural Model

A conceptual model of golf tourists’ behavioural intentions is developed and tested using data from 1,657 surveys of golfers on Prince Edward Island, a major golfing destination in Canada. The results reveal that no significant and direct relation exists between golf tourists’ perceived quality of performance (quality of the course) and behavioural intentions. While the quality of the golf course influences behavioural intentions, the effect is indirect. It is course quality and level of overall satisfaction, course quality and feelings of having received value for the green fees paid, and price-value resulting in feeling of satisfaction that, combined, positively impact behavioural intentions. The results help clarify the roles of golf course quality, price-value, and overall satisfaction on behavioural intentions, and contribute to a better understanding of the golf tourists’ behaviours on Prince Edward Island. Overall, the findings provide support for the critical causal relationships between the constructs of the proposed model.

Using Travel Activities to Segment the Market for Travel: The Case of First-Time Visitors

The main purpose of the study is to examine the relevance and significance of market segmentation based on the activities visitors engage in while at a destination. In doing so, the paper attempts to segment first-time pleasure travellers and profile the market by tiprelated characteristics. This paper is based on a subset of 1,104 first-time visitors to Prince Edward Island (PEI) in main season (July and August 2007). This study found that three distinct segments of first-time visitors exist: “culture-seeking,” “active,” and “other interest” tourists. In addition, the study identifies that cultural themes are an important factor for a significant portion of tourists visiting PEI and demonstrates that these culture-seekers are valuable in terms of their economic contribution to the destination and cultural/social interaction with communities.

Hotel pet policies: an assessment of willingness to pay for travelling with a pet.

Friedmans property rights argument stated decision-makers failing to maximize shareholder wealth violate shareholder agreements (Phillips, 2004). For this reason, hoteliers focus on profit maximiz...

Determinants of Travel Intentions to a Neighbouring Destination

The primary purposes of this study were to collect information on neighboring travelers’ past visits and determinants of future intentions for an overnight pleasure trip. Data was collected on a wide variety of travel behaviors. The study is based on a telephone survey of 3,688 residents of New Brunswick (NB) and Nova Scotia (NS), two sister Provinces to Prince Edward Island, a major Canadian tourist destination. The results reveal 51.9% have visited PEI within the past five years, 36.7% have visited PEI more than five years ago, and 11.4% have never visited PEI. Linear logistic regression analysis revealed that all three groups had a positive reaction to at least one form of advertising used. In all cases, if the potential visitor recalled and/or responded to an advertisement for PEI, they were much more likely to revisit than those who did not.