Influence of Service Valuation and Package Cost on Market Segmentation: The Case of Online Demand for Spanish and Andorra Ski Resorts

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2021Suggested citation
Barreal, Jesús;
Ferrer Rosell, Berta;
Cristóbal Fransi, Eduard;
Jannes, Gil;
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(2021)
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Influence of Service Valuation and Package Cost on Market Segmentation: The Case of Online Demand for Spanish and Andorra Ski Resorts.
Sustainability, 2021, vol. 13, núm. 5, 2938.
https://doi.org/10.3390/su13052938.
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Ski resorts are important tourist resources in mountain areas. They have a high impact
on the environment but also on the development of the territory. Corporate social responsibility
management plays an important role in influencing consumer purchasing behavior. This research
seeks to understand the behavior of ski tourists and to classify them. Approximately 50,000 online
purchases of tourist packages to ski resorts in Spain and Andorra are analyzed in order to describe
the different segments of demand in these resorts through a latent class model. The tourists’ age
and previous experience, the type of accommodation, and the season—among other variables—are
considered to clarify the different classes. Six different segments were found. Some relevant results
for the online ski-package market are highlighted, such as the influence of skier’s expenditure on
service valuation. Managerial implications, limitations of this study and recommendations for future
research are also discussed.
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Sustainability, 2021, vol. 13, núm. 5, 2938European research projects
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