Preferences for destination attributes: Differences between short and long breaks

Carmel Herington, Bill Merrilees, Hugh Wilkins

Research output: Contribution to journalReview articleResearchpeer-review

Abstract

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.

LanguageEnglish
Pages149-163
Number of pages15
JournalJournal of Vacation Marketing
Volume19
Issue number2
DOIs
Publication statusPublished - Apr 2013

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cluster analysis
market
attribute
Destination
Tourists
Cluster analysis
Demographic characteristics

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Herington, Carmel ; Merrilees, Bill ; Wilkins, Hugh. / Preferences for destination attributes : Differences between short and long breaks. In: Journal of Vacation Marketing. 2013 ; Vol. 19, No. 2. pp. 149-163.
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Preferences for destination attributes : Differences between short and long breaks. / Herington, Carmel; Merrilees, Bill; Wilkins, Hugh.

In: Journal of Vacation Marketing, Vol. 19, No. 2, 04.2013, p. 149-163.

Research output: Contribution to journalReview articleResearchpeer-review

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