Q method and its use for segmentation in tourism

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Q method and its use for segmentation in tourism

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

Q method and its use for segmentation in tourism

Popis výsledku anglicky

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

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

—

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2014

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

17th International Conference Enterprise And Competitive Environment 2014

ISBN

—

ISSN

2212-5671

e-ISSN

—

Počet stran výsledku

8

Strana od-do

445-452

Název nakladatele

Elsevier Science Bv

Místo vydání

Amsterdam, Netherlands

Místo konání akce

Brno, CZECH REPUBLIC

Datum konání akce

6. 3. 2014

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

345439100053