Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.6/3270
Título: Segmentation of winter sports consumers using attributes of destination choice, to support a competitive analysis of ski resorts : a case study
Autor: Martins, Marco Alexandre Batista
Orientador: Miragaia, Dina Alexandra Marques
Palavras-chave: Turismo desportivo
Desporto de Inverno - Turismo
Desporto de inverno - Satisfação do consumidor
Data de Defesa: Jun-2011
Resumo: The aim of this study was to identify the attributes that different tourist segments prioritize in choosing a destination for winter sports and analyze their degree of satisfaction with the services provided by the only ski resort in Portugal. A questionnaire was applied to 200 tourists with factor analysis from which factors were extracted to serve as a basis for a cluster analysis. Five factors about the most valued attributes in choosing a destination were identified, and six consumer clusters were distinguished. Concerning the analysis of satisfaction with the resort’s services, five factors were identified and the preferences of different consumer segments were discriminated from identification of five clusters. The study suggests that consumer segmentation based on the characteristics of the destination’s attributes together with assessment of their satisfaction with the services available can supply relevant information to evaluate organizations’ competitiveness.
URI: http://hdl.handle.net/10400.6/3270
Designação: Mestrado em Ciências do Desporto
Aparece nas colecções:FCSH - DCD | Dissertações de Mestrado e Teses de Doutoramento



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