Residents’ place image: a meaningful psychographic variable for tourism segmentation?

Dimitrios stylidis, Jason Sit, Avital Biran

Research output: Contribution to journalArticlepeer-review

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.
Original languageEnglish
Pages (from-to)715-725
JournalJournal of Travel & Tourism Marketing
Early online date29 Jan 2018
DOIs
Publication statusPublished - Oct 2018

Keywords

  • place image
  • psychographic segmentation
  • tourism attitude
  • support for tourism
  • local residents

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