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Market segmentation using perceived constraintsAuthor(s): Jinhee Jun; Gerard Kyle; Andrew Mowen
Source: In: LeBlanc, Cherie; Vogt, Christine, comps. Proceedings of the 2007 northeastern recreation research symposium; 2007 April 15-17; Bolton Landing, NY. Gen. Tech. Rep. NRS-P-23. Newtown Square, PA: U.S. Department of Agriculture, Forest Service, Northern Research Station: 1-10.
Publication Series: Other
Station: Northern Research Station
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DescriptionWe examined the practical utility of segmenting potential visitors to Cleveland Metroparks using their constraint profiles. Our analysis identified three segments based on their scores on the dimensions of constraints: Other priorities--visitors who scored the highest on 'other priorities' dimension; Highly Constrained--visitors who scored relatively high on all dimensions of constraints; and Least Constrained--visitors who scored the lowest on all dimensions. We then explored variation among the identified segments by socio-demographics, motivation, involvement and place attachment. Statistically significant variations were observed across the identified segments on most of our indicators. We suggest that managers examine constraint profiles with socio-demographic and attitudinal indicators as a platform for developing marketing strategies to attract prospective recreationists.
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CitationJun, Jinhee; Kyle, Gerard; Mowen, Andrew. 2008. Market segmentation using perceived constraints. In: LeBlanc, Cherie; Vogt, Christine, comps. Proceedings of the 2007 northeastern recreation research symposium; 2007 April 15-17; Bolton Landing, NY. Gen. Tech. Rep. NRS-P-23. Newtown Square, PA: U.S. Department of Agriculture, Forest Service, Northern Research Station: 1-10.
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