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Segmenting Mainland Chinese Tourists to Taiwan by Destination Familiarity: a Factor‐cluster Approach
Author(s) -
Chen ChunChu,
Lin YuehHsiu
Publication year - 2011
Publication title -
international journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.155
H-Index - 58
eISSN - 1522-1970
pISSN - 1099-2340
DOI - 10.1002/jtr.864
Subject(s) - market segmentation , destinations , tourism , advertising , marketing , segmentation , mainland , destination marketing , destination image , variable (mathematics) , business , mainland china , geography , computer science , artificial intelligence , china , mathematics , mathematical analysis , archaeology
This research examines the effectiveness of destination familiarity as a segmentation variable. Based on the traditional destination‐choice model, which suggests that customers might eliminate unfavorable destinations in the early stages of information search process, this research proposes that familiar customers should possess more favorable destination images and higher visiting intentions than unfamiliar customers. As the results confirm the positive effects of destination familiarity on destination image and travel intention, the effectiveness of destination familiarity as a segmentation variable is also verified. Copyright © 2011 John Wiley & Sons, Ltd.