Analysing cluster evolution using repeated cross-sectional ordinal data.

Abstract

This study contributes to the existing literature on tourism market segmentation by providing a new matching-clustering procedure that allows patterns of behaviours to be identified using repeated cross-sectional surveys. By extracting equivalent samples over time, the matching method allows inter-temporal cluster analyses to be performed so that a deeper insight into a phenomenon can be obtained beyond the traditional aggregate level of understanding. The paper provides a step-by-step description of the matching-clustering procedure that can be easily replicated, both within and outside the tourism field, when repeated cross-sectional data are available. From a practical and managerial perspective, the proposed procedure helps destination managers and municipal- ities to describe and verify the efficacy of policy and strategies adopted over years without the necessity to rely on longitudinal surveys, which are often difficult to conduct.