Preferences for destination attributes: Differences between short and long breaks
Document Type
Journal Article
Publisher
SAGE Publications Ltd
Faculty
Faculty of Business and Law
School
School of Business / Marketing and Services Research Centre
RAS ID
15980
Abstract
This article reports the findings of differences in tourist preferences for short and long breaks. Cluster analysis is employed to explore specific preferences of tourist clusters taking long or short breaks. Four distinct clusters were found for each type of break, exhibiting distinctive demographic characteristics and activity preferences. Different preferences for short versus long breaks were also found. Assumptions that the same customers prefer the same kind of destination and activity when taking either a short or long break are dispelled. Implications for markets include developing distinct campaigns for short- and long-break tourist segments.
DOI
10.1177/1356766712463718
Comments
Herington, C., Merrilees, B., & Wilkins, H. C. (2013). Preferences for destination attributes: Differences between short and long breaks. Journal of Vacation Marketing, 19(2), 149-163. Available here