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      Segmentación post-hoc del mercado turístico en los destinos del litoral brasileño: Análisis según los valores personales de los turistas

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          Abstract

          La presente investigación busca identificar y evaluar la segmentación del mercado en determinados destinos turísticos del litoral brasileño, a partir de los valores personales de los turistas. La investigación se caracteriza por ser exploratoria, descriptiva y de abordaje predominantemente cuantitativo. Se utilizó una muestra no probabilística, elegida por conveniencia, compuesta por 150 consumidores/turistas a quienes se les solicitó que evalúen ocho destinos del litoral brasileño. La segmentación post-hoc permitió que los consumidores fueran identificados y agrupados a través de algún algoritmo de clusterización, para evaluar sus preferencias. Los resultados indicaron la existencia de tres segmentos con perfiles valorativos diferentes, que fueron tipificados y evaluados de acuerdo con las preferencias declaradas. Se concluye que la segmentación post-hoc es un abordaje de gran interés para los académicos y gestores turísticos que precisan crear nuevos productos o estrategias de posicionamiento de los destinos.

          Translated abstract

          This research seeks to identify and evaluate the segmentation of the market for certain Brazilian coastal tourist destinations, from the personal values of tourists. The research is characterized as exploratory, descriptive, predominantly quantitative approach. a non-probabilistic sample, taken for convenience, consisting of 150 consumers/tourists who were asked to evaluate one in eight different Brazilian coastal destinations was used. Segmentation Post-Hoc enabled consumers were identified and grouped by a clustering algorithm to later have their assessed preferences. The results showed the existence of three segments with different evaluative profiles, which were typed and evaluated in accordance with the stated preferences. It was concluded that the Post-hoc segmentation is an approach of great interest to academics and tourism managers, who need to design new products or create positioning strategies destinations.

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          Most cited references 31

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          Are There Universal Aspects in the Structure and Contents of Human Values?

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              Introdução ao turismo

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                Author and article information

                Contributors
                Role: ND
                Role: ND
                Role: ND
                Journal
                eypt
                Estudios y perspectivas en turismo
                Estud. perspect. tur.
                Centro de Investigaciones y Estudios Turísticos (Ciudad Autónoma de Buenos Aires, , Argentina )
                1851-1732
                July 2017
                : 26
                : 3
                : 662-677
                S1851-17322017000300009

                This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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                Figures: 0, Tables: 0, Equations: 0, References: 31, Pages: 16
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                Product Information: SciELO Argentina

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