TY  - JOUR
AB  - This study of 429 United States pleasure visitors to Canada
demonstrates that research based on personal values can be fruitfully
applied to the segmentation of international tourism markets. The
relative importance attached by a visitor to 16 attributes which
describe the touristic attractiveness of a foreign city were used as
clustering variables. Three major segments were found, with each segment
possessing a unique personal‐value profile. These value profiles were
meaningful and distinctive enough to offer the international tourism
marketer actionable portraits on which to base product development and
marketing communication strategies that match a segment′s personal‐value
orientations.
VL  - 8
IS  - 1
SN  - 0265-1335
DO  - 10.1108/02651339110003952
UR  - https://doi.org/10.1108/02651339110003952
AU  - Muller Thomas E.
PY  - 1991
Y1  - 1991/01/01
TI  - Using Personal Values to Define Segments in an
International Tourism Market
T2  - International Marketing Review
PB  - MCB UP Ltd
Y2  - 2024/04/25
ER  -