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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, 35 (6), 715-725.

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DOI: 10.1080/10548408.2018.1425176


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
Uncontrolled Keywords:place image; psychographic segmentation; attitude towards tourism; tourism support; local residents
Group:Bournemouth University Business School
ID Code:30170
Deposited By: Symplectic RT2
Deposited On:04 Jan 2018 16:01
Last Modified:14 Mar 2022 14:08


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