Segmenting potential nature-based tourists based on temporal factors: the case of Norway

Tkaczynski, Aaron, Rundle-Thiele, Sharyn R. and Prebensen, Nina K. (2015) Segmenting potential nature-based tourists based on temporal factors: the case of Norway. Journal of Travel Research, 54 2: 251-265. doi:10.1177/0047287513514296

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Author Tkaczynski, Aaron
Rundle-Thiele, Sharyn R.
Prebensen, Nina K.
Title Segmenting potential nature-based tourists based on temporal factors: the case of Norway
Journal name Journal of Travel Research   Check publisher's open access policy
ISSN 0047-2875
Publication date 2015-03
Year available 2013
Sub-type Article (original research)
DOI 10.1177/0047287513514296
Open Access Status
Volume 54
Issue 2
Start page 251
End page 265
Total pages 15
Place of publication Thousand Oaks, CA, United States
Publisher Sage Publications
Collection year 2014
Language eng
Abstract The opportunity to experience nature-based activities at a destination with climate variations is a major driver of visitation for tourists. Despite significant research into seasonality and nature-based activity preferences, academic researchers are not profiling activity-oriented tourists into segments based on temporal factors such as seasons. To address this research gap, an expert panel was first asked to classify activities collected in a large secondary Norwegian tourist questionnaire into seasons. Next, 8,962 potential nature-based tourists were segmented based on summer, winter, and year-round activity preferences. When seasonality was taken into account, four clusters were identified. A combined model where seasonality was not addressed yielded fewer segments, and differing variables indicating that segmentation researchers may benefit from considering a fifth segmentation factor, namely temporal, in future. Theoretical and practical implications from this research are outlined and opportunities for future research are provided.
Keyword Market segmentation
Nature-based activities
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes Published online: 18 December 2013.

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2014 Collection
UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 3 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 1 times in Scopus Article | Citations
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Created: Mon, 31 Mar 2014, 15:30:47 EST by Karen Morgan on behalf of UQ Business School