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Purpose – The purpose of this study is to segment the market of first-time visitors based on the activities travelers engage in while at a destination using demographics, socio-economic variables, and trip-related characteristics. Design/methodology/approach – The research analyzes 1,104 exit su...
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Travelers decide on a travel location based on destination awareness and the traveler’s perception of the destination. Marketing campaigns are used to create awareness and increase the purchase intentions of a relevant target market. Tracking intentions to visit is an important measure of the effe...
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Travel intentions are directly tied to destination awareness, and potential visitors' perceptions of a destination and their personal circumstances. Marketing campaigns are often used to increase the purchase intentions of a relevant target market by creating awareness, changing perceptions, or rein...