Competitor Detection: An Investigation of Consumers' Perceived Similarity
Abstract:This article focuses on the consumer's perception of skiing destinations in terms of competitive position in consumers' minds. More specifically, the article explores factors that shape individuals' perceptions about which destinations compete with each other while centering on the categorization process itself. To detect competitors in customers' minds, unconstrained sorting data is used. Results are further analyzed by means of three different methods: hierarchical clustering, (spherical) MDS, and nondisjunctive clustering. A comparison of the findings shows that all three approaches produce rather consistent results. National boundaries are the dominant factor for the categorization of skiing destinations. In addition, the emotional element of luxury is a relevant criterion to detect competing destinations. The study provides theoretical and managerial implications.
Document Type: Research Article
Publication date: 2011-11-01
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- 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.