Abstract
This paper uses demographic variables in order to analyze the subjective responses of consumers. In specific, subjective consumer evaluations regarding a tourism destination are analyzed. In doing so, the concerns of the contemporary humanistic research stream of modern consumer research are combined with more traditional quantitative research techniques. Using this hybrid model, the paper demonstrates that the United States' and the Canadian sides of Niagara Falls are distinctive and that each attracts visitors who possess a different demographic profile. The United States' side is more attractive to upscale tourists with higher levels of education, and is a more family-oriented region than the Canadian side.
Published Version
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