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A Psychographic Segmentation of Kuwaiti Travelers Using Self-Organizing Maps

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This study identifies distinct psychographic market segments of young Kuwaitis intending to travel to Western countries by applying the self-organizing maps (SOMs) technique. Young Kuwaitis represent a high-yield growing outbound tourism market. A self-completed questionnaire was randomly administered to 800 young Kuwaiti nationals. The effect of travel motivations, preferences for Muslim-friendly lifestyle and amenities, cognitive and affective destination image, and service quality on Kuwaitis' travel decisions were examined. Travel satisfaction was also investigated. The resulting visual maps identified four segments. The study contributes to theory and knowledge by presenting a different approach to tourist market segmentation.

Keywords: ARAB TRAVELERS; PSYCHOGRAPHICS; SEGMENTATION; SELF-ORGANIZING MAPS (SOMS)

Document Type: Research Article

Publication date: February 12, 2019

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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.
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