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

18 Pages Posted: 30 Apr 2011  

Marta Disegna

Bournemouth University AFE Department

Linda Osti

Free University of Bozen-Bolzano - Faculty of Economics and Management

Juan Gabriel Brida

Universidad de la Rep├║blica; Free University of Bolzano

Date Written: 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.

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

JEL Classification: C45, L83, Z10

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: https://ssrn.com/abstract=1825371 or http://dx.doi.org/10.2139/ssrn.1825371

Marta Disegna (Contact Author)

Bournemouth University AFE Department ( email )

Executive Business Centre, 89 Holdenhurst Road,
Bournemouth, BH8 8EB
United Kingdom

Linda Osti

Free University of Bozen-Bolzano - Faculty of Economics and Management ( email )

Via Sernesi 1
39100 Bozen-Bolzano (BZ), Bozen 39100
Italy

Juan Gabriel Brida

Universidad de la Rep├║blica ( email )

Av. 18 de Julio
Montevideo, 1968
Uruguay

Free University of Bolzano ( email )

Via Sernesi 1
39100 Bolzano
Italy

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