Title

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

Comments

This article was originally published as: 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. Original article available here

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.

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