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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
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