Campus Units

Apparel, Events and Hospitality Management

Document Type

Article

Publication Version

Accepted Manuscript

Publication Date

11-1-2016

Journal or Book Title

Anatolia: An International Journal of Tourism and Hospitality Research

Volume

28

Issue

1

First Page

31

Last Page

40

DOI

10.1080/13032917.2016.1245670

Abstract

Understanding visitors and the factors that pull them to visit a destination is imperative for successful branding as visitor characteristics and salient attributes are used to differentiate and position. This study identifies important attributes and segments of international tourists visiting India. Factor and Cluster analyses were used to analyse the data. Factor analysis identified six underlying dimensions while Cluster analysis identified four segments of international tourists across four continents. Profiling of clusters was done through Chi Square analysis leading to identification of target segments. Suggestions for branding and marketing strategies are provided according to the factors and segments identified.

Comments

This manuscript is of an article published as Singh , N., Krentler, K.A., & Ahuja, S. (2016). Profiling and segmentation of international tourists in India. Anatolia: An International Journal of Tourism and Hospitality Research, 1-10. doi: 10.1080/13032917.2016.1245670. Posted with permission.

Copyright Owner

Taylor and Francis

Language

en

File Format

application/pdf

Published Version

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