Abstract

http://ssrn.com/abstract=1825371
 
 

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Segmenting Visitors of Cultural Events by Motivation: A Sequential Non-Linear Clustering Analysis of Italian Christmas Market Visitors


Marta Disegna


Free University of Bozen-Bolzano - School of Economics

Linda Osti


Free University of Bozen-Bolzano - School of Economics

Juan Gabriel Brida


Free University of Bolzano

April 28, 2011


Abstract:     
Considering the importance of market segmentation as a marketing tool to determine promotional policies, this paper aims, through an empirical application, to determine the optimal way to choose both the best cluster algorithm and the best cluster partition.

For this purpose, an empirical study was conducted interviewing tourists who visited three different Christmas Markets in Northern Italy. The methodology is based on two clustering techniques in sequence: a Self-Organizing Map (SOM) followed by a clustering algorithm based on the Silhouette index.

This analysis identified three cluster segments and demonstrated the suitability to the Silhouette index as it reduces biases due to subjective preferences of the researchers.

In the discussion of the results, marketing and managerial implications are also highlighted.

Number of Pages in PDF File: 18

Keywords: Cultural Event, Motivation, Self-Organizing Map, Silhouette index, Segmentation, Authenticity

JEL Classification: C45, L83, Z10

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Date posted: April 30, 2011  

Suggested Citation

Disegna, Marta and Osti, Linda and Brida, Juan Gabriel, Segmenting Visitors of Cultural Events by Motivation: A Sequential Non-Linear Clustering Analysis of Italian Christmas Market Visitors (April 28, 2011). Available at SSRN: http://ssrn.com/abstract=1825371 or http://dx.doi.org/10.2139/ssrn.1825371

Contact Information

Marta Disegna (Contact Author)
Free University of Bozen-Bolzano - School of Economics ( email )
Bozen, Bozen
Italy
Linda Osti
Free University of Bozen-Bolzano - School of Economics ( email )
School of Economics and Management
Via Sernesi 1
39100 Bozen-Bolzano (BZ), Bozen 39100
Italy
Juan Gabriel Brida
Free University of Bolzano ( email )
Via Sernesi 1
39100 Bolzano
Italy
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References:  12

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