Q method and its use for segmentation in tourism
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F14%3A00232280" target="_blank" >RIV/62156489:43110/14:00232280 - isvavai.cz</a>
Result on the web
<a href="http://dx.doi.org/10.1016/S2212-5671(14)00366-9" target="_blank" >http://dx.doi.org/10.1016/S2212-5671(14)00366-9</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1016/S2212-5671(14)00366-9" target="_blank" >10.1016/S2212-5671(14)00366-9</a>
Alternative languages
Result language
angličtina
Original language name
Q method and its use for segmentation in tourism
Original language description
This paper discusses the use of Q method as a useful tool for market segmentation in tourism. Q method is classified as exploratory inductive empirical research method. For the realization of this research the web application running within the server umbrela.mendelu.cz was used. The investigation was carried out using photographic materials. This online application was created at FBE Mendel University in Brno and implements Q method to online environment using visual information. The paper comprises description of the methodology of the Q method. The aim of the research was to identify groups of users of tourism products based on their preferences in relation to the preferred type of destinations. Photographs used for research depicted various types of destinations available in the Czech Republic have been selected on the basis of a content analysis of photographic database available at CzechTourism website. Total of 63 respondents from the students of Mendel University in Brno partic
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
AE - Management, administration and clerical work
OECD FORD branch
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Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2014
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
17th International Conference Enterprise And Competitive Environment 2014
ISBN
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ISSN
2212-5671
e-ISSN
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Number of pages
8
Pages from-to
445-452
Publisher name
Elsevier Science Bv
Place of publication
Amsterdam, Netherlands
Event location
Brno, CZECH REPUBLIC
Event date
Mar 6, 2014
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
345439100053