PERCEIVED RISK AND ANALYSING OF FEAR SEGMENTS IN TOURISM. THE CASE OF ALBANIA AND ROMANIA

• 발행기관: 세계문화관광학회
• 저자명: Alexandru Nedelea Liljana Elmazi
• 간행물 정보: 『Conference Proceedings』7th International Joint World Cultural Tourism Conference 2006, 95~103쪽, 전체 9쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2006.11.30

영문 초록

This paper proposes the investigation of fear segments in tourism. By doing so, a broadly accepted strategic marketing tool (market segmentation) is integrated with a topic that presently causes significant concern to the tourism industry: the impact of negative global events on tourism demand. The concept of psychographic segmentation is extended to a new construct of tourist psychographies: kinds of perceived fears associated with vacation travel. The academic relevance lies in the introduction of a novel segmentation base to tourism research, the practical value lies in the potential for improved target marketing, minimizing the risk of demand fluctuations. Consequently, the aims of this study are to (1) gain understanding of the nature of fears tourists perceive under the present global circumstances, (2) investigate whether categories of perceived risk postulated in earlier studies (conducted before terrorism and pandemics were omnipresent in tourists' minds) are still valid for perceived fears in 2004, (3) investigate the existence and nature of fear patterns, and (4) propose a research agenda for the future study of fear segments. The concrete aims are to (1) gain understanding of the range and nature of fears tourists perceive, (2) (2) investigate whether categories of perceived risk postulated in earlier studies are still valid for perceived fears in 2005. (3) investigate the existence of systematic fear patterns among individuals, and (4) propose a research agenda for the systematic future study of fear segments. Two surveys form the basis for this study. The reason that these two data sets required separate exploratory / qualitative work is due to the fact that different populations were studied and it does not seem reasonable to believe that general travelers and students would associate the same fears or concerns than traveling.

목차

[ABSTRACT]

PSYCHOGRAPHIC SEGMENTATION AND FEAR IN TOURISM RESEARCH

METHOD OF THE STUDY

RESULTS

CONCLUSIONS AND LIMITATIONS

REFERENCES

키워드

Perceived Risk Market Segmentation Travel Industry