Segmentos de mercado no turismo de golfe. O caso de Almancil

• Autor(a) principal: Correia, Antónia
• Data de Publicação: 2008
• Outros Autores: Mendes, José Alberto
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: https://doi.org/10.34624/rtd.v0i9.13681

Human being only consumes what is motivated for. Motivation implies a choosing process based on theproduct attributes perceived by the consumer.The motivations that determine golfer’s choices are unknown for most of themanagers. This study intends to evaluate the elements that determine the choice of golf courses in a place that becameEurope’s leading golfing destination – Almancil.Based on the gathering of primary data, which resulted from a survey answered by golfers, Almancil’s golf market wassegmented in a psychographic perspective using the Principal Components and Cluster Analysis.Results prove that golfers use few attributes to conceive golf course’s perception. Some of the highlighted elements are theholistic, the destination and the golf. The dimensions of choice were used as segmentation variables. The cluster analysisallowed identifying three segments that compose the tourism golf demand in Almancil, named as: “The tourist that playsgolf”, “The team player” and “The golf player”.