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Journal of Vacation Marketing, Vol. 2, No. 4, 298-314 (1996)
DOI: 10.1177/135676679600200402

Holiday destinations: modelling vacationers' preferences

Erdener Kaynak

School of Business Administration, Pennsylvania State University at Harrisburg, Middletown, Pennsylvania 17057, USA

Orsay Kucukemiroglu

Business Administration, College of Business Administration, Pennsylvania State University at York

Ali Kara

Business Administration, College of Business Administration, Pennsylvania State University at York

Tevfik Dalgic

College of Commerce, Dublin Institute of Technology, Dublin

The travellers' perceptions of salient travel-related attributes influence their intentions, which in turn affect their decision-making process. It is known that the potential benefits associated with a particular holiday destination are of varying importance to travellers. Thus, to improve the relative preference for a particular destination or to discount a competitive destirtation's ability and/or to attract more travellers, efforts must be exerted to change or to stress the relative importance of specific attributes considered salient by the targeted travellers. The purpose of this paper is to investigate Irish travellers' perceptiotrs of salient attributes that lead to their travel preferences of major foreign holiday destinations. In particular, the data collected in three different boroughs of Dublin, indicated that Irish travellers demonstrated different behavioural patterns in selecting a particular foreign holiday destination.

Key Words: Irish travel market • behavioural patterns • market segmentation • attitude • tourism products/services • promotion campaigns • discernment


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