Market segmentation using perceived constraints

Abstract

We examined the practical utility of segmenting potential visitors to Cleveland Metroparks using their constraint profiles. Our analysis identified three segments based on their scores on the dimensions of constraints: Other priorities--visitors who scored the highest on 'other priorities' dimension; Highly Constrained--visitors who scored relatively high on all dimensions of constraints; and Least Constrained--visitors who scored the lowest on all dimensions. We then explored variation among the identified segments by socio-demographics, motivation, involvement and place attachment. Statistically significant variations were observed across the identified segments on most of our indicators. We suggest that managers examine constraint profiles with socio-demographic and attitudinal indicators as a platform for developing marketing strategies to attract prospective recreationists.

Parent Publication

• Proceedings of the 2007 northeastern recreation research symposium

Citation

Jun, Jinhee; Kyle, Gerard; Mowen, Andrew. 2008. Market segmentation using perceived constraints. In: LeBlanc, Cherie; Vogt, Christine, comps. Proceedings of the 2007 northeastern recreation research symposium; 2007 April 15-17; Bolton Landing, NY. Gen. Tech. Rep. NRS-P-23. Newtown Square, PA: U.S. Department of Agriculture, Forest Service, Northern Research Station: 1-10.