Personal Values as a Base for Segmenting International Markets

• McCleary, Ken W. ^[1] ; Choi, Bianca M.
  1. [1] Virginia Tech
• Localización: Tourism analysis, ISSN 1083-5423, Vol. 4, Nº. 1, 1999, págs. 1-17
• Idioma: inglés
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• Resumen

  • A study of US and (South) Korean business travelers was conducted to investigate the potential of personal values as a segmenting base for the hotel industry and to see if values segments differed between the US and Korea. A sample of business travelers from Korea and the US was administered the Rokeach Value Survey and asked to rate the importance of attributes used in hotel selection. Cluster analysis was used to identify values segments within each population. Values segments were then related to hotel choice criteria, revealing significant differences between segments and identifying what choice criteria were important to them.