Residents’ Place Image: A Meaningful Psychographic Variable for Tourism Segmentation?

Stylidis, D., Sit, K (J.) and Biran, A., 2018. Residents’ Place Image: A Meaningful Psychographic Variable for Tourism Segmentation? Journal of Travel & Tourism Marketing. (In Press)

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Abstract

While there has been a considerable body of research on tourists’ place image, there remains limited attention on residents’ place image, specifically, in relation to its segmentation utility. This study seeks to address this oversight by a) clustering the local residents based on the image held of a tourism place, and b) exploring the extent to which the identified image-based resident clusters share similar (dissimilar) demographic characteristics and attitude towards tourism development. Empirical analysis was based on a sample of 481 residents of a Greek city. The findings support the utility of residents’ place image as a psychographic segmentation variable revealing the existence of three distinct resident groups - termed “Nature Loving”, “Apathetic” and “Advocate.” Results also suggest that these resident groups exhibit dissimilar demographic characteristics and dissimilar attitude towards tourism. In comparison with other segments, the Apathetic exhibits the least favourable image and the least supportive attitude towards tourism.

Item Type:Article
ISSN:1054-8408
Uncontrolled Keywords:place image ; psychographic segmentation ; attitude towards tourism ; tourism support ; local residents
Group:Faculty of Management
ID Code:30170
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:04 Jan 2018 16:01
Last Modified:04 Jan 2018 16:01

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