This Article Full Text (PDF) References Alert me when this article is cited Alert me if a correction is posted Citation Map Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via HighWire Citing Articles via Google Scholar Google Scholar Articles by Tian, S. Articles by Witt, P. A. Search for Related Content Social Bookmarking                   What's this?

Integrating Constraints and Benefits to Identify Responsive Target Markets for Museum Attractions

John L. Crompton

Peter A. Witt

The three research questions addressed by this study were (1) What were the major constraints that inhibited museum-goers from visiting museum attractions in Galveston, Texas? (2) What benefits did museum-goers seek from their visits? and (3) Can these constraints and benefits be meaningfully interpreted to identify target groups that are likely to be either more or less responsive to marketing efforts directed at them? A systematic sample of 1,083 museum-goers responded to an instrument containing six constraint domains and five benefit domains. Their domain scores were used to group respondents into five constraint clusters and four benefit clusters. The benefit and constraint clusters were cross-tabulated to form a 20-cell matrix. Interpretation of the matrix led to the selection of four target markets likely to yield the greatest return on marketing effort.

CiteULike    Connotea    Del.icio.us    Digg    Reddit    Technorati    What's this?

This article has been cited by other articles:

				A. D. A. Tasci, W. C. Gartner, and S. Tamer Cavusgil Conceptualization and Operationalization of Destination Image Journal of Hospitality & Tourism Research, May 1, 2007; 31(2): 194 - 223. [Abstract] [PDF]

				A. Chronis Heritage of the senses: Collective remembering as an embodied praxis Tourist Studies, December 1, 2006; 6(3): 267 - 296. [Abstract] [PDF]

				E. Sarigollu and R. Huang Benefits Segmentation of Visitors to Latin America Journal of Travel Research, February 1, 2005; 43(3): 277 - 293. [Abstract] [PDF]