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
1552-6763
Publication date 2015-03-01
Year available 2013
Sub-type Article (original research)
DOI 10.1177/0047287513514296
Volume 54
Issue 2
Start page 251
End page 265
Total pages 15
Place of publication Thousand Oaks, CA, United States
Publisher Sage Publications
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
Norway
Seasonality
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 6 times in Thomson Reuters Web of Science Article | Citations
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Created: Tue, 01 Apr 2014, 01:30:47 EST by Karen Morgan on behalf of UQ Business School