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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Author(s)
Flora Mª Díaz-Pérez, Carlos Fernández-Hernández
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DOI:10.17265/1537-1514/2014.12.005
Affiliation(s)
Flora Mª Díaz-Pérez, Ph.D., senior lecturer, University of La Laguna, Tenerife, Spain.
Carlos Fernández-Hernández, Ph.D., associate professor, University of La Laguna, Tenerife, Spain.
ABSTRACT
The literature has highlighted the relevance of segmenting the tourism market as a start point for developing the right tourism policy recommendations. The present study examines the rural tourism market on the island of La Palma (Canary Islands) and its relationship with territorial factors. Specifically, it attempts to establish the role played in tourists’ accommodation location choice by territorial and related factors (for instance, the area of the island, proximity to the beach, hours of sunshine, etc.) compared to other factors. A sample of 316 tourists who holidayed in rural tourism accommodation in La Palma during the period from July to September in 2007 was selected for this purpose. The methodology consisted of a preliminary analysis of the associations between the variables and their modalities, followed by a multiple correspondence analysis (MCA). The results of the study allow to conclude that the weight of territorial variables in the choice of destination and accommodation location can vary substantially depending on the market segment considered.
KEYWORDS
tourists’ accommodation choice, territorial factors, activities, nationality, market segmentation, multiple correspondence analysis (MCA), rural tourism, tourism policy
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