The use of rank order data in segmentation analysis: A case study of Bruce Country,Ontario,Canada

Abstract

A topic of interest to many marketers and researchers is how potential visitors select a destination. Although numerous models have been developed, this line of research is still under-developed. This article illustrates an innovative approach to decision-based segmentation based on Unidimensional Sequence Alignment (USA). This tool was developed in molecular biology to compare genetic structures among different organisms. The basic logic behind USA is that the sequence of a series of entities/events reveals essential information about the identity of the sample being studied. In the case of this study, the sequence refers to the order in which potential visitors considered various criteria regarding potential destinations. Similar sequences of decisions indicate similar segments of potential visitors. Using data from a web-based survey of people who had requested tourism information from Bruce County, Ontario, Canada, the study demonstrates the potential of USA as well as areas for further development.

Keywords

rank order data segmentation analysis sequence alignment visitor profile

Get full access to this article

View all access options for this article.

References

Bargeman B. , Joh CH and Timmermans H. ( 2002) Vacation behavior using a sequence alignment method . Annals of Tourism Research 29(2): 320-337.

Bloom JZ ( 2004) Tourist market segmentation with linear and non-linear techniques. Tourism Management 24: 723-733.

Cha S. , McCleary KW and Uysal M. ( 1995) Travel motivations of Japanese overseas travellers: a factor-cluster segmentation approach. Journal of Travel Research 34: 33-39.

Clustal W. ( 2003) Guide to CLUSTAL W. Available at: http://www.ebi.ac.uk/Tools/clustalw2/index.html (accessed 5 July 2010).

Decrop A. and Snelders D. ( 2005) A grounded typology of vacation decision-making . Tourism Management 26: 121-132.

Dolnicar S. ( 2004) Beyond ‘commonsense segmentation’: a systematics of segmentation approaches in tourism. Journal of Travel Research 42: 244-250.

Dolnicar S. and Grun B. ( 2008) Challenging ‘factor cluster segmentation‘ , Journal of Travel Research 47: 63-71.

Durbin R. , Eddy S. , Krogh A. and Mitchinson G. ( 1999) Biological Sequence Analysis: Probabilistic Models of Proteins and Nucleic Acids. Cambridge: Cambridge University Press.

Elofsson A. ( 2002) A study on protein sequence alignment quality. Proteins: Structure, Function and Genetics 46: 330-339.

10.

Felsenstein J. ( 2002) PHYLIP (phylogeny inference package), version 3. 6a3. Seattle, WA: University of Washington.

11.

Gray HP ( 1970) International Travel - International Trade. Lexington, MA: Heath & Co.

12.

Huynh NT , Hall B. , Doherty S. and Smith WW ( 2008) Interpreting urban space through cognitive map sketching and sequence analysis. The Canadian Geographer 52(2): 222-240.

13.

Jeng J. and Fesenmaier DR ( 2002) Conceptualizing the travel decision-making hierarchy: a review of recent developments. Tourism Analysis 7: 15-32.

14.

Joh CH , Arentze T. , Hofman F. and Timmermans H. ( 2002) Activity pattern similarity: a multidimensional sequence alignment method. Transportation Research Part B 36(5): 385-403.

15.

Kemperman A. , Borgers A. and Timmermans H. ( 2002) A semiparametric hazard model of activity timing and sequencing decisions during visits to theme parks using experimental design data. Tourism Analysis 7: 1-13.

16.

Law R. and Au N. ( 1999) A neural network model to forecast Japanese demand for travel to Hong Kong. Tourism Management 20: 89-97.

17.

Madrigal R. and Kahle LR ( 1994) Predicting vacation activity preferences on the basis of value-system segmentation. Journal of Travel Research 33: 22-28.

18.

Mazanec JA ( 1994) Segmenting travel markets. In: Teare R , Mazenec JA , Crawford-Welch S and Calver S (eds) Marketing in Hospitality and Tourism: A Consumer Focus. London: Cassell , 99-166.

19.

Shovel N. and Isaacson M. ( 2007) Sequence alignment as a method for human activity in space and time. Annals of the Association of American Geographers 97(2): 282-297.

20.

Smith SLJ ( 1995) Tourism Analysis (2nd Edition). Harlow: Longman.