Skip to main content

Images as Pull Factors of a Tourist Destination: A Factor-Cluster Segmentation Analysis

Buy Article:

$25.00 plus tax (Refund Policy)

Images are commonly accepted as important pull factors for the success and development of a tourist destination. Understanding how visitor characteristics influence these factors is critical for destination differentiation and positioning. In this context, the purpose of this study is to segment the international tourists' market to Cape Town on the importance level attached to various pull factors. Using a mixed methodology approach for the development of a survey instrument, 585 visitors were interviewed at various locations in Cape Town. Factor analysis showed the existence of six underlying dimensions in the data while cluster analysis demonstrated the existence of four segments. Demographics as opposed to traveling characteristics seem to define the profile of each cluster. Implications for marketing strategy formulation are provided.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics

Keywords: CAPE TOWN; DESTINATION IMAGE; PULL FACTORS; SEGMENTATION; SOCIODEMOGRAPHICS; TYPOLOGY

Document Type: Research Article

Publication date: 2010-07-01

More about this publication?
  • The aim of Tourism Analysis is to promote a forum for practitioners and academicians in the fields of Leisure, Recreation, Tourism, and Hospitality (LRTH). As a interdisciplinary journal, it is an appropriate outlet for articles, research notes, and computer software packages designed to be of interest, concern, and of applied value to its audience of professionals, scholars, and students of LRTH programs the world over.
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more