Marta Disegna

Segmenting visitors of cultural events by motivation: A sequential non-linear clustering analysis of Italian Christmas Market visitors

Considering the importance of market segmentation as a marketing tool to determine promotional policies, this paper aims to contribute to the tourism literature using the two-level approach proposed by Vesanto and Alhoniemi (2000) as an alternative and effective method to conduct cluster analyses. For this purpose, an empirical study was conducted interviewing tourists who visited three different Christmas Markets in Northern Italy. The two-level approach is based on two clustering techniques used in sequence: a Self-Organizing Map (SOM) followed by a clustering algorithm. The Silhouette index (Rousseeuw, 1987) is used as a guideline during the second level in the selection process of both the best clustering techniques (between hierarchical and non-hierarchical) and the best partition. The analysis identified three cluster segments and this paper demonstrates the suitability of the clustering method adopted. In the discussion of the results, marketing and managerial implications are also highlighted.

Segmenting Markets by Bagged Clustering: Young Chinese Travelers to Western Europe

Market segmentation is ubiquitous in marketing. Hierarchical and nonhierarchical methods are popular for segmenting tourism markets. These methods are not without controversy. In this study, we use bagged clustering on the push and pull factors of Western Europe to segment potential young Chinese travelers. Bagged clustering overcomes some of the limitations of hierarchical and nonhierarchical methods. A sample of 403 travelers revealed the existence of four clusters of potential visitors. The clusters were subsequently profiled on sociodemographics and travel characteristics. The findings suggest a nascent young Chinese independent travel segment that cannot be distinguished on push factors but can be differentiated on perceptions of the current independent travel infrastructure in Western Europe. Managerial implications are offered on marketing and service provision to the young Chinese outbound travel market.

The effect of authenticity on visitors’ expenditure at cultural events

The main aim of this study is to analyse the influence of the perceived authenticity of cultural events and their products on shopping expenditure. The quantitative analysis is based on 1275 self-administered questionnaires collected among event attendees in three different Northern Italian Christmas Markets in 2008. In order to estimate separately the determinants of the propensity of respondents to shop and how much money they are willing to spend for each kind of purchase, we have adopted a double-hurdle model. The results show that tourists are more likely to spend and that they do spend more if they consider the event and the products sold to be authentic. This study also reveals that socio-demographic factors and visit motives are interrelated with authenticity perception and together affect the amount of personal expenditures during the event. Finally, some implications of the study are discussed.

Repeat visits and intentions to revisit a sporting event and its nearby destinations

This article investigates the effect that loyalty and tourist satisfaction with a sporting event have on visitors’ behavioural intention not only to revisit and recommend the event but also to revisit and recommend its nearby tourist destinations. The quantitative analysis is based on 343 self-administered questionnaires collected among the visitors of the Biathlon World Cup 2009 in South Tyrol, Northern Italy. The satisfaction variables were reduced to three factors: Services, Price, and Accessibility. Through the computation of numerous Logit models, this study shows that there is a positive relationship between the three satisfaction factors and the behavioural intention to revisit and recommend the event and its nearby tourist destinations to friends and relatives. Furthermore, loyalty to the event is strongly and positively related with the intention to revisit the event in the near future but not to revisit the destination or to recommend it to friends and relatives.

Bagged Clustering and its application to tourism market segmentation

Aim of the paper is to propose a segmentation technique based on the Bagged Clustering (BC) method. In the partitioning step of the BC method, B bootstrap samples with replacement are generated by drawing from the original sample. The fuzzy C-medoids Clustering (FCMdC) method is run on each bootstrap sample, obtaining (BxC) medoids and the membership degrees of each unit to the different clusters. The second step consists in running a hierarchical clustering algorithm on the (BxC) medoids. The best partition of the medoids is obtained investigating properly the dendrogram. Then each unit is assigned to each cluster based on the membership degrees observed in the partitioning step. The effectiveness of the suggested procedure has been shown analyzing a suggestive tourism segmentation problem. We analyze two sample of tourists, each one attending a different cultural attraction, enlightening differences among clusters in socio-economic characteristics and in the motivational reasons behind visit behavior.

Visitors to two types of museums: do expenditure patterns differ?

The authors study the determinants of the expenditure behaviour of visitors to two types of museums. Ad hoc surveys were conducted between June and September 2011 of visitors to the South Tyrol Museum of Archaeology and the Museum of Modern and Contemporaneous Art of Trento and Rovereto (MART). These are the two principal museums in the Italian provinces of Bolzano and Trento. The double-hurdle model is used via the Heien and Wessels two-step estimator. This procedure splits the process of spending decision into the stages of ‘selection’ and ‘outcome’, and also results in consistent estimates. The findings highlight two distinct profiles. The spending of visitors to the modern art museum is positively related to its cultural interest, whereas the expenditure profile of the archaeological museum visitors is more ‘generalist’.

Bagged fuzzy clustering for fuzzy data: an application to a tourism market

Segmentation has several strategic and tactical implications in marketing products and services. Despite hard clustering methods having several weaknesses, they remain widely applied in marketing studies. Alternative segmentation methods such as fuzzy methods are rarely used to understand consumer behaviour. In this study, we propose a strategy of analysis, by combining the Bagged Clustering (BC) method and the fuzzy C-means clustering method for fuzzy data (FCM-FD), i.e., the Bagged fuzzy C-means clustering method for fuzzy data (BFCM-FD). The method inherits the advantages of stability and reproducibility from BC and the flexibility from FCM-FD. The method is applied on a sample of 328 Chinese consumers revealing the existence of four segments (Admirers, Enthusiasts, Moderates, and Apathetics) of the perceived images of Western Europe as a tourist destination. The results highlight the heterogeneity in Chinese consumers’ place preferences and implications for place marketing are offered.

Segmenting visitors of cultural events: The case of Christmas Market

Abstract Market segmentation in tourism makes use of sets of powerful analytical tools for the sake of planning and managing demand-oriented policies. This paper contributes to this strand of literature by segmenting tourists visiting a cultural event. We utilize the Bagged Clustering method, a combination of traditional partitioning and hierarchical techniques, which is proven to be more effective. An ad hoc survey was conducted in 2011 among the Italian visitors of the Christmas Market in Merano, Northern Italy. A total of 802 questionnaires were collected. In discussing the results, marketing and managerial implications are stressed for both policymakers and local organizers.

Conservation and recreational values from semi-natural grasslands for visitors to two Italian parks

According to integrated natural resources management, interrelated resources have to be managed by maintaining their environmental quality, and visitors are stakeholders who have to be involved in natural park management decisions. In this paper we simultaneously examine the conservation and recreational values from grasslands for visitors to two Italian Regional Parks. A contingent valuation survey was carried out in 2007 for estimating non-use benefits to visitors from a grasslands conservation project in these parks. Two scenarios were considered: the present landscape composed of grasslands and forests, and a hypothetical scenario of forests without grasslands. Respondents were asked the quality rating of the parks as places for recreational activities, and their willingness to donate (WTD) per year to a project for maintaining the status quo. Results show that the majority of respondents give a high rating to these parks, are in favour of the project implementation, and willing to donate mainly for the benefit of future generations. Among the WTD determinants, by estimating a Tobit model and a two-stage model, giving a high quality rating to the park for recreational activities corresponds to a higher WTD for grassland conservation. This seems to suggest that the recreational motivation tends to coincide with the need to conserve habitats and biodiversity, and that the decision maker should pay specific attention to the maintenance of the quality of the recreational activities as well as the maintenance of a diversified landscape in these parks.

The Effect of Authenticity on Tourists’ Expenditure at Cultural Events

This research analyses the influence of perceived authenticity of Christmas Markets and their products on shopping expenditure. The quantitative analysis was conducted based on 1275 self-administered questionnaires collected among event attendees in three different Northern Italian Christmas Markets during the four weeks of advent in 2008. In order to estimate separately the determinants of the propensity of respondents to shop and how much money they are willing to spend for each kind of purchase, we have adopted a double-hurdle model. The results show that tourists are more likely to spend, and spend more, if they consider the event and the products sold authentic. The study also reveals that, among other things, length of stay, respondents’ geographical location and location of the market affect the amount of personal expenditures during the festival. Finally, some outlines for future research are suggested, and some implications for destination and event managers are briefly discussed.