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EXPECTATIONS AND MARKET SEGMENTATION RESULTS OF THE 2007-2008 ONLINE SURVEY Klaus Ehrlich José Manuel Ortega Egea* *University of Almería (Spain)
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Theoretical Framework SERVQUAL (Parasuraman, Zeithaml & Berry (1985, 1988) & SERVPERF (Cronin y Taylor, 1992): Tangibles Reliability Responsiveness Security Empathy. SERVQUAL & SERVPERF have been adapted to the rural tourism sector (Román, Recio & Martín, 2000) : Standard of rooms and equipment Surroundings and location Leisure choice and services Personal ambience and treat Easy and secure booking process
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Main purposes Validation and reliability analysis of service quality dimensions in rural tourism Segmentation of European customers, based on IService Quality Factors Characterization of segments, based on: Country Age Income Education level Domestic or International Survey Preferred Booking Methods and Information Sources on R.T. Importance of Quality Ratings & Certifications Experience with R.T. in Home Country / Abroad
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Research methodology Questionnaire development Service quality expectations in rural tourism Five-point likert scales 4266 valid reponses to web survey Confidence level 95% Period July 2007 – September 2008 Results biased by inequal absolute number of reponses from differente websites – corrected in evaluation Factor analysis (SPSS v14.0) Segmentation: Latent class Cluster analysis ( Latent Gold v4.0)
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DATA COLLECTION PROCEDUREWEB SURVEY SAMPLE SIZE4266 valid responses SAMPLING ERROR1.5% (P = Q = 0.5) CONFIDENCE LEVEL95% DATESJUNE 2007 – SEPT 2008 Sample
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Results – Descriptive Statistics CONCEPTS ASSOCIATED WITH RURAL TOURISM
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Results – Descriptive Statistics ¿EXPERIENCE ABROAD?
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Results – Descriptive Statistics PREFERRED BOOKING METHODS
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Results – Descriptive Statistics PREFERRED BOOKING METHODS
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Results – Descriptive Statistics INFORMATION SOURCES
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Results – Descriptive Statistics INFORMATION SOURCES
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Results – Descriptive Statistics IMPORTANCE OF QUALITY RATINGS & LABELS
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Results – Factor Analysis Factor 1: Basic Benefit (Attractiveness and Reliability of Service) Factor 2: Modern services Factor 3: Personal/Local Contact Factor 4: Leisure choice and services Labeling of Service Quality Factors:
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Results - Segmentation Optimal solution: Three segments or clusters. Cluster sizes: Cluster 1 = 58%; Cluster 2 = 38.5%; Cluster 3 = 3.5%
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Results - Segmentation Difference between Segment 1 and 2: largest segments.
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Results - Segmentation COUNTRY DIFFERENCES
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Results - Segmentation DIFFERENCES IN BOOKING METHODS
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Results - Segmentation DIFFERENCES IN INFORMATION SOURCES
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Results - Segmentation RELATIVE IMPORTANCE OF QUALITY RATINGS IN SEGMENTS
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SUMMARY OF RESULTS
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Conclusions The results yield four factors of Perceived Service Quality among surveyed European rural tourists: Basic Benefits Modern Services Personal / Local Contact Leisure choices Three segments have been identified: Clusters 1 & 2 account for aprox. 96% of repondents. Different Expectations about most of the factors (except for Leisure Choice). Providers of R.T. services should account for the specific characteristics of each of these two segments. Cluster 3: much smaller group. Homogeneous demographic profiles across segments; more differences based on tourism-related perceptions (eg, booking preferences). Quality Rating > Specific Certifications > Brand labels
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Conclusions -2 Problems and outlook Source data do not reflect adequately the total rural tourism market (overweight of Farm-Tourism based replies) More appropriate research designs needed to account for differences between domestic and international destinations Farm-Tourism versus more generic “Rural” Tourism Differences between source markets and their understanding Conjoint research designs (latent class choice statistical methodology) Identification of more different segments Analysis of respondents “trade-offs” in more realistic purchase situations.
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