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Using ski destination choice criteria to segment Finnish ski resort customers

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  • Konu, Henna
  • Laukkanen, Tommi
  • Komppula, Raija

Abstract

The purpose of the paper is to segment Finnish ski resort visitors according to ski destination choice attributes using data-driven segmentation. In addition, segments are compared in order to ascertain possible differences in personal (gender and age) and situation-specific (type of visitor and traveling companion) characteristics between customer segments. The data were collected from visitors to five different ski resorts in Lapland Finland during the years 2006 and 2007 by self-administered questionnaire. Altogether 1827 responses were collected of which 1529 were acceptable for use in this study. Six different customer segments were identified using the factor-cluster method: passive tourists, cross-country skiers, want-it-all, all-but-downhill skiing, sports seekers, and relaxation seekers. At the end of the paper conclusions are drawn and managerial implications discussed.

Suggested Citation

  • Konu, Henna & Laukkanen, Tommi & Komppula, Raija, 2011. "Using ski destination choice criteria to segment Finnish ski resort customers," Tourism Management, Elsevier, vol. 32(5), pages 1096-1105.
    • Handle: RePEc:eee:touman:v:32:y:2011:i:5:p:1096-1105
    DOI: 10.1016/j.tourman.2010.09.010
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    References listed on IDEAS

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    1. Albalate, Daniel & Bel, Germà, 2010. "Tourism and urban public transport: Holding demand pressure under supply constraints," Tourism Management, Elsevier, vol. 31(3), pages 425-433.
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    2. D'Urso, Pierpaolo & Disegna, Marta & Massari, Riccardo & Osti, Linda, 2016. "Fuzzy segmentation of postmodern tourists," Tourism Management, Elsevier, vol. 55(C), pages 297-308.
    3. Oralhan Burcu & Kirdök Nur & Oralhan Zeki, 2022. "Evaluation of Ski Centers’ Performance Using Multiple-Criteria Decision-Making Methods," Polish Journal of Sport and Tourism, Sciendo, vol. 29(3), pages 29-35, September.
    4. Robert Steiger & Eva Posch & Gottfried Tappeiner & Janette Walde, 2020. "Effects of climate change on tourism demand considering individual seasonal preferences," Working Papers 2020-08, Faculty of Economics and Statistics, University of Innsbruck.
    5. Jesús Barreal & Berta Ferrer-Rosell & Eduard Cristobal-Fransi & Gil Jannes, 2021. "Influence of Service Valuation and Package Cost on Market Segmentation: The Case of Online Demand for Spanish and Andorra Ski Resorts," Sustainability, MDPI, vol. 13(5), pages 1-20, March.
    6. Alexander, Amanda & Kim, Sung-Bum & Kim, Dae-Young, 2015. "Segmenting volunteers by motivation in the 2012 London Olympic Games," Tourism Management, Elsevier, vol. 47(C), pages 1-10.
    7. Landauer, Mia & Pröbstl, Ulrike & Haider, Wolfgang, 2012. "Managing cross-country skiing destinations under the conditions of climate change – Scenarios for destinations in Austria and Finland," Tourism Management, Elsevier, vol. 33(4), pages 741-751.
    8. Radu Lixăndroiu & Dana Lupșa-Tătaru, 2023. "Switzerland? The Best Choice for Accommodation in Europe for Skiing in the 2023 Season," Sustainability, MDPI, vol. 15(5), pages 1-17, February.
    9. Teodoro Luque Martínez & Luis Doña Toledo & Nina Faraoni, 2019. "Auditing Marketing and the Use of Social Media at Ski Resorts," Sustainability, MDPI, vol. 11(10), pages 1-24, May.
    10. Steiger, Robert & Posch, Eva & Tappeiner, Gottfried & Walde, Janette, 2020. "The impact of climate change on demand of ski tourism - a simulation study based on stated preferences," Ecological Economics, Elsevier, vol. 170(C).
    11. Lydie Bonnefoy-Claudet & Nabil Ghantous, 2013. "Emotions' Impact on Tourists' Satisfaction with Ski Resorts. The Mediating Role of Perceived Value," Post-Print hal-00946206, HAL.

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