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Comparisons of Market Segmentation Methods on Involvement Levels Bases in Festival Markets

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2002, 26(1), pp.135-148
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Tae-Hee Lee 1

1경희대학교

Accredited

ABSTRACT

This study examines to find any differences between using involvement score percentiles and cluster analysis for segmenting festival markets based on involvement levels. Based on literature reviews, ten items are selected and analyzed. Results show that no significant differences are found between these two segmentation methods. Meanwhile, the satisfaction and mean involvement scores are found to be statistically significant in these two segmentation methods. The results may suggest marketing implications for festival managers in terms of segmentation methodologies and market segmentation bases.

Citation status

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