Purpose – Focussing on behaviors and attitudes of casual dining patrons, the purpose of this paper is to use a factor-cluster approach to segment patrons into market groups and attempts to determine if differences exist in motivational factors among segments. Design/methodology/approach – Factor-cluster analysis is an alternative segmentation method to more traditionally used methods based on consumer demographics. Push and pull motivators were analyzed through factor analysis to determine important groupings. Then, to identify homogenous subgroups, k-means cluster analysis was conducted to segment 559 survey respondents based on factor importance. Findings – Three diverse groups were identified: Fraternizing Kitchen Fearfuls, Functional Feasters, and Foodie Fanatics. The various push and pull factors appeared to affect segments differently, with each cluster ascribing various importance levels to each of the factors used in the clustering approach. Research limitations/implications – Limitations include the use of a convenience sample and on-campus sampling. Future research should use random sampling methods and obtain surveys from sites not associated with a college campus. Practical implications – Though not often used in hospitality research, factor-cluster analysis can be useful to segment diners based on behavioral intentions and attributes, allowing marketers to more accurately target these diverse consumer segments. Marketing implications for casual dining restaurants are suggested. Originality/value – Using the involvement construct with push/pull motivators, this study groups respondents though factor-cluster analysis. Though used in tourism studies, factor-cluster analysis has yet to be studied in the context of casual dining restaurant patrons.
The purpose of the current study was to investigate the influence of Bollywood movies on destination image, tourist activity, and purchasing behaviors of Indian viewers. Surveys were administered in a face-to-face format in New Delhi, India, to a convenience sample of over 600 respondents. Factor analysis and structural equation modeling were employed to test the hypotheses and explore causal relationships. Findings identified a profile of Bollywood movies viewers, sources of information used to determine destination choice, and the level of involvement among viewers in foreign travel. Additionally, this study explored the relationships between Bollywood movies and tourist motivations and the propensity to participate in activities featured. Findings indicated that engagement in Bollywood movies has a positive impact on both hedonic and utilitarian involvement factors and that utilitarian involvement positively impacts destination awareness. Furthermore, destination awareness has a positive impact on tourist activity but not consumption behaviors at a destination. However, activity behavior does positively influence tourist consumption behavior.
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