Consumer Perceptions Of Tourist Attractions

Abstract

Perceptual mapping is an important marketing research tool used by tourism marketers in product positioning, new product planning, advertising development, and strategic planning. Data collected from 3,842 Florida attractions visitors were analyzed via customer interchange analysis, multidimensional scaling, and cluster analysis. Clear patterns ofconsumerperceptions which suggest how tourists evaluate alternative attractions emerged from the analyses. Marketing implications based on the results are discussed.