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The primary objective of this research was to evaluate the attractiveness of travel activity segments to assist with target market selection. Prior studies evaluating segment attractiveness have used ranking systems to determine the best markets. However, due to a lack of precision in these ranking ...

Jang, S. C. S.; Morrison, A. M.; O'Leary, J. T.
Haworth Hospitality Press, Binghamton, USA
Journal of Travel & Tourism Marketing, 2004, 16, 1, pp 17-31