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Segmenting visitors of cultural events: The case of Christmas Market.

Brida, J.G., Disegna, M. and Scuderi, R., 2014. Segmenting visitors of cultural events: The case of Christmas Market. Expert Systems with Applications, 41 (10), 4542 - 4553.

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2014ESWA_BDS_PROOF.pdf - Accepted Version
Available under License Creative Commons Attribution Non-commercial No Derivatives.


DOI: 10.1016/j.eswa.2014.01.019


Market segmentation in tourism makes use of sets of powerful analytical tools for the sake of planning and managing demand-oriented policies. This paper contributes to this strand of literature by segmenting tourists visiting a cultural event. We utilize the Bagged Clustering method, a combination of traditional partitioning and hierarchical techniques, which is proven to be more effective. An ad hoc survey was conducted in 2011 among the Italian visitors of the Christmas Market in Merano, Northern Italy. A total of 802 questionnaires were collected. In discussing the results, marketing and managerial implications are stressed for both policymakers and local organizers. © 2014 Elsevier Ltd. All rights reserved.

Item Type:Article
Uncontrolled Keywords:Bagged Clustering ; Christmas Market ; Cultural event ; Logit model ; Market segmentation
Group:Bournemouth University Business School
ID Code:23302
Deposited By: Symplectic RT2
Deposited On:21 Mar 2016 15:08
Last Modified:14 Mar 2022 13:55


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