Browsing by Author "Martins, Marco Alexandre Batista"
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- Mix between Satisfaction and Attributes Destination Choice: A Segmentation Criterion to Understand the Ski Resorts ConsumersPublication . Miragaia, D. A. M.; Martins, Marco Alexandre BatistaThis study examined the attributes prioritized by tourists when choosing a winter sports destination and their degree of satisfaction with the services provided by Portugal’s only ski resort. Two hundred tourists completed a questionnaire with factor analysis then deployed to extract the data that served as the basis for cluster analysis. Our results report discrepancies between the attributes valued by tourists when choosing winter sports destinations and their degree of satisfaction with the ski resort’s services. Moreover, the combination between attributes/ motivations prevailing in destination selection and the subsequent satisfaction with the services provided may generate information of relevance to evaluating organizational competitiveness.
- Segmentation of winter sports consumers using attributes of destination choice, to support a competitive analysis of ski resortsPublication . Martins, Marco Alexandre Batista; Miragaia, Dina Alexandra MarquesThe 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.