Preferences for destination attributes: Differences between short and long breaks

Carmel Herington, Bill Merrilees, Hugh Wilkins*

*Corresponding author for this work

Research output: Contribution to journalReview articlepeer-review

12 Citations (Scopus)


This article reports the findings of differences in tourist preferences for short and long breaks. Cluster analysis is employed to explore specific preferences of tourist clusters taking long or short breaks. Four distinct clusters were found for each type of break, exhibiting distinctive demographic characteristics and activity preferences. Different preferences for short versus long breaks were also found. Assumptions that the same customers prefer the same kind of destination and activity when taking either a short or long break are dispelled. Implications for markets include developing distinct campaigns for short- and long-break tourist segments.

Original languageEnglish
Pages (from-to)149-163
Number of pages15
JournalJournal of Vacation Marketing
Issue number2
Publication statusPublished - Apr 2013


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