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Graduate pesonen


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Graduate pesonen

  1. 1. 6th World Conference for Graduate Research in Tourism, Hospitality and Leisure, Fethiye,Turkey, 24 – 29 April 2012Testing segment quality in ruraltourismJuho Pesonenjuho.pesonen@uef.fiUniversity of Eastern Finland
  2. 2. Presentation structureWhat? Why? How? So what? Juho Pesonen 6.6.2012 2
  3. 3. Segmentation•One of the cornerstones of marketing: right product for the right customers•Finding homogenous groups of customers that behave in a similar way – Data driven and common sense segmentation•Focus of earlier research has been on finding the segmentation solution and profiling segments -> clustering Juho Pesonen 6.6.2012 3
  4. 4. Literature review- However, there exists several pitfalls when clustering customers (Dolnicar, 2002). - A “correct” solution is always found. - There are always differences between segments - What are the most meaningful segments for practitioners?- Dibb & Simkin (2010): six segment quality themes: homogenous segments, segment size and potential profitability, segment stability, segment accessibility, segment compatibility and segment actionability. Juho Pesonen 6.6.2012 4
  5. 5. - In this study the focus is on segment size and segment stability.- Using qualitative criteria to evaluate quality of the segments (Dibb & Simkin, 2010). - Pesonen (forthcoming) - Tell me who you are and I will tell you where to go (Gretzel et al. 2004).- Overlapping market segments: - Clustering does not allow overlapping segments. - Baloglu and Uysal (1996) found significant overlap between segments using canonical correlation analysis. Juho Pesonen 6.6.2012 5
  6. 6. Rural tourism- Segmentation also popular in rural tourism (Park & Yoon, 2009; Molera & Albaladejo, 2007; Frochot, 2005; Kastenholz et al. 1999). - Motivation segmentation - Clustering methodology- Very important form of tourism in Finland - Cottages and nature - Finnish and foreign tourists- Most of the rural accommodation is reserved online: largest website Juho Pesonen 6.6.2012 6
  7. 7. Three researchquestions:•How well can Finnish rural tourists relate themselves to the rural tourist segments?•How does the segments overlap each other? and•How does two different samples from the website differ regarding travel motivations and demographics? -> Stability Juho Pesonen 6.6.2012 7
  8. 8. Data and methods• Pesonen (forthcoming) and Pesonen and Komppula (2010) found four different rural tourist segments in Finland.• Data collected using banner advertisement• Summer 2009: 727 usable answers from users of• Summer 2011: 1778 usable responses from users of• 12 travel motivations were measured in both studies using seven point likert-scale.• Data was analysed using cluster analysis and segments validated using ANOVA and chi-square.• How well can tourists relate themselves to segments? (Gretzel et al. 2004). Juho Pesonen 6.6.2012 8
  9. 9. TaDescriptions of the four segmentsSegment name Description During your holiday you want to meet interesting people, be active andSocial travellers maybe even have a feeling of romance. You appreciate destination that has a rich history and culture and where you can meet new people outside your(N=213, 29.3 %) own family. You also like to have control over your own holiday. You prefer travelling with friends. You enjoy travelling with your family. Having fun, being together with yourFamily travellers family, new "once in a lifetime" experiences and all new and exciting motivate you to travel. You want the destination to be safe for the family and that your(N=202, 27.8 %) children enjoy the destination. You also appreciate environmental friendliness of a destination. You want to escape the busy everyday life to the peace and quiet of theWell being tourists countryside. You want to relax from the ordinary and hassle of the cities and enjoy privacy and comfort. You appreciate that there are no timetables for(N=164, 22.6 %) you, peaceful atmosphere, good possibilities for outdoor activities and beautiful landscapes.Home regiontraveller You are interested in travelling to the region where your family comes from.(N=148, 20.4%)Something else, If none of the above options does not describe you as a rural tourists you canwhat? define your own rural tourism behaviour here. Juho Pesonen 6.6.2012 9
  10. 10. Segments size and overlap in 2011 studySegment name Rural tourists relating themselves to segmentsSocial rural 170 (9.6 %)touristsFamily travellers 643 (36.2 %)Well being 606 (34.1 %)touristsHome region 75 (4.2 %)travellerPeople belonging 180 (10.1 %)to two segmentsPeople belonging 28 (1.6 %)to three segmentsPeople belonging 8 (0.4 %)to four segmentsSomething else 68 (3.8%) Juho Pesonen 6.6.2012 10
  11. 11. Comparing data setsMotivations:Statistically significant differences in many travel motivations.All the motivations that differ have higher mean score in the study conducted during summer2009 expect for one. However, seven point Likert is an ordinalSimilarities in relative importance of items.Demographics:In the study conducted in 2009 17 per cent of respondents were male. In the current study 26.3per cent are male (χ2=24.35, p<0.001).The respondents are also younger in this study with average age of 39 years compared to 43years in 2009 study. (F=40.37, p<0.001). CBTS 2011/ Juho Pesonen 6.6.2012 11
  12. 12. So what?• Segment sizes obtained from clustering are not very reliable.• Only little overlap between segments. – Not a problem in segmentation.• Cluster descriptions were quite accurate. – Good stability.• Differences between samples – How useful is a questionnaire in segmenting online customers? – RSE?• Limitations in data collection (Internet). Juho Pesonen 6.6.2012 12
  13. 13. Questions, comments?Thank you!