Abstract
ABSTRACT This study illustrates how categorical survey data, commonly used in statewide tourism studies, can be used to statistically identify viable segments in the market. In using a two-stage analysis (correspondence analysis and K-means clustering), two theoretical concerns are discussed. From an applied perspective, 5 segments were identified in the Wisconsin rural tourism market: attraction enthusiasts, outdoor recreationists, friends and family visitors, special event attendees, and nature sight seers. The study demonstrates that statistically quantifiable market segments can be acquired, using qualitative survey methods, for large-scale (statewide) tourism studies.
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