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| Author: | Park, S. (et al.) |
| Title: | Travel personae of American pleasure travelers: A network analysis |
| Journal: | Journal of Travel & Tourism Marketing
2010 : DEC, VOL. 27:8, p. 797-811 |
| Index terms: | USA travel leisure network analysis Internet marketing |
| Freeterms: | destination marketing |
| Language: | eng |
| Abstract: | In order to understand travelers, travel style (henceforth as: tr-stl/s.) has been shown to be a useful concept. This study argues that the portfolio of trips can be used to describe overall travel persona. Network analysis is used to examine the structural relationships btw. types of trips based on the assumption of each tr-stl. being considered as a node, and its association with other tr-stl/s. being represented by the links within the network. It is indicated that American travelers take on a broad set of different travel personae which, in turn, are related to their choices of places visited and their response to advertising materials. It is concluded that the framework based on these findings along with new Internet tools provide with the potential to develop highly personalized communications with existing and potential visitors. |
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