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Segmentation of Visitors to a Heritage Site Using High-resolution Time-space Data

Hebrew University of Jerusalem, Israel

Aliza Fleischer

Hebrew University of Jerusalem, Israel

Noam Shoval

Hebrew University of Jerusalem, Israel

A novel method of data collection based on high-resolution time-space data recorded by global positioning system units was used to segment visitors to the Old City of Acre heritage site in Israel. This technique of accurately tracking the temporal and spatial behavior of visitors carrying the global positioning system units overcomes the well-known limitations of traditional data collection methods. Discrete-choice methods and a system of censored regressions were used to identify the decision-making process at each stage of the visit. The segmentation of the visitors was based on these decisions. It was found that different attributes associate the visitors with different segments at each level. Although the findings might be site specific, the data collection and the segmentation method could be used by tourism planners and decision makers at other sites.

Key Words: GPS • segmentation • heritage tourism • choice modeling • Acre Israel

This version was published on November 1, 2009

Journal of Travel Research, Vol. 48, No. 2, 216-229 (2009)
DOI: 10.1177/0047287509332307


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