文章基本信息

标题：Competitive choice dimensions of golf destinations: A multivariate perceptual mapping analysis
本地全文：下载
作者：João Paulo Jorge ; Carlos Monteiro
期刊名称：European Journal of Tourism, Hospitality and Recreation
印刷版ISSN：1647-9254
出版年度：2011
卷号：2
期号：3
出版社：Instituto Politécnico de Leiria
摘要：The central objective of this study is to determine the main factors influencing the choice of a golf destination. This paper explores the use of multivariate statistical techniques, in particular the use of factor analysis, to derive perceptual maps of few choice dimensions, and multiple regression analysis, to determine the importance of the various choice dimensions identified. The three main perceptual dimensions identified are the “Golf ”, the “Hospitality and Value” and the “Entertainment and Leisure” dimensions. Perceptual maps show the competitive positions, as perceived by golf tourists, of the six main golf destinations of Portugal and Spain. The results of this research suggest the existence of two well-defined types of golfers, with different preferences. The analysis is carried out for these main segments of golf tourists identified in the literature, namely the “holiday golfers” and the “dedicated golfers”, and the results are compared. Finally, how the present methodology can be used to support strategic decisions concerning the management of golf destinations is illustrated.
关键词：Golf tourism; strategic marketing; multivariate analysis; competitive;positioning; perceptual mapping