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Seasonal Segmentation of the Tourism Market Using a Benefit Segmentation Framework
Roger J. Calantone
Jotindar S. Johar
This study reports an attempt to segment the travel market by showing how different factors influenced choice in different seasons. Results showed that benefits sought for each season differ, and people seeking a combination of benefits during one season may not be the same people seeking the same benefits during another season.
Journal of Travel Research, Vol. 23, No. 2,
14-24 (1984)
DOI: 10.1177/004728758402300203
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