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Journal of Vacation Marketing
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Understanding the domestic market using cluster analysis: A case study of the marketing efforts of Travel Alberta

Simon Hudson

University of Calgary, shudson{at}mgmt.ucalgary.ca

Brent Ritchie

Faculty of Management at the University of Calgary, britchie{at}mgmt.ucalgary.ca

Domestic tourism is one of the most neglected and under-researched categories in tourism analysis. This paper reports on a consumer behaviour study by Travel Alberta, which used cluster analysis to segment domestic tourists based on their decision-making behaviour. Discriminant analysis showed that a five-cluster solution correctly classified 93.1 per cent of respondents into the right cluster, and that a statistically significant difference existed between the clusters. The key characteristics making them uniquely different as a group are discussed. The paper then shows how segmentation research can be used to develop a successful promotional campaign by describing the ‘Travel Alberta Made To Order’ campaign launched as a result of this behavioural study.

Key Words: domestic tourism • segmentation • cluster analysis • promotion

Journal of Vacation Marketing, Vol. 8, No. 3, 263-276 (2002)
DOI: 10.1177/135676670200800305
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