Segmentação do mercado turístico através do Multidimensional Scaling: Uma aplicação do modelo Unfolding

Abstract

Currently, the markets are focusing increasingly on meeting the preferences of consumers as a way of achieving sustainable growth. Thus, managing tourism products on the basis of marketing focus and based on R+D+i, i.e., market Research and Development of innovative methodologies is a paradigm used increasingly. In this sense, the main objective of this paper is to illustrate the advantages of carry out the MDS in the analysis of consumer preferences and in marketing segmentation. The results showed the existence of three clusters, namely a cluster driven by the pleasant climate; a second cluster driven by Nightlife and a third cluster driven by a Cultural offer, Prices and Food Quality.

Keywords

• Tourism marketing
• Tourism Segmentation
• Multidimensional Scaling
• Tourist Prefe - rences
• Multidimensional Scaling
• Cluster Analysis