Using Cluster Analysis to Segment a Sample of Australian Ecotourists
This chapter highlights the strengths and weaknesses of cluster analysis for those considering its application as a market segmentation technique. The first section considers the nature and philosophical underpinnings of cluster analysis. The second section discusses the method's application to the Lamington ecotourism market study (Queensland, Australia), including the questionnaire design, sampling procedure and data analysis.
Tourism Research Methods: Integrating Theory with Practice