Regional trade market analysis: resort marketing approaches

David C. Bojanic; Rodney B. Warnick

Treesearch

Regional trade market analysis: resort marketing approaches

Informally Refereed

Authors:

David C. Bojanic, Rodney B. Warnick

Year:

1995

Type:

General Technical Report

Station:

Northern Research Station

Source:

In: Vander Stoep, Gail A., ed. Proceedings of the 1994 Northeastern Recreation Research Symposium; 1994 April 10-12; Saratoga Springs, NY.: Gen. Tech. Rep. NE-198. Radnor, PA: U.S. Department of Agriculture, Forest Service, Northeastern Forest Experiment Station. 183-187

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Abstract

This paper examines the value of geographic segmentation for a regional ski resort in New England. Customers from different user groups were surveyed along with a list of inquiries and a purchased list, and grouped according to their area of origin. An ANOVA was performed to determine if there were differences in attitudes and trip behaviors between the segments. It was concluded that geographic segmentation offers good insight into market potential and service design.

Parent Publication

Proceedings of the 1994 Northeastern Recreation Research Symposium

Citation

Bojanic, David C.; Warnick, Rodney B. 1995. Regional trade market analysis: resort marketing approaches. In: Vander Stoep, Gail A., ed. Proceedings of the 1994 Northeastern Recreation Research Symposium; 1994 April 10-12; Saratoga Springs, NY.: Gen. Tech. Rep. NE-198. Radnor, PA: U.S. Department of Agriculture, Forest Service, Northeastern Forest Experiment Station. 183-187