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Assessing the viability of university alumni as a repeat visitor market

Schofield, P and Fallon, P 2012, 'Assessing the viability of university alumni as a repeat visitor market' , Tourism Management, 33 (6) , pp. 1373-1384.

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    Both student and repeat visitor markets have been recognised by tourism academics and destination marketing agencies, but the alumni repeat visitor market has been neglected. The paper examines alumni propensity to return as tourists to their university city using a sample of graduates from a university in the North West of England. The large majority returned to the destination as tourists within six months of graduation, although visitation declined sharply after the first return visit. A cluster analysis using both motivation and constraint dimensions identified six a posteriori segments. Three of these were found to have significant potential because of their strong emotional attachment to the destination rather than the university. The accessibility of segments for targeting, through the development of links between the DMO and the educational institution, also supports their commercial viability.

    Item Type: Article
    Themes: Subjects outside of the University Themes
    Schools: Colleges and Schools > College of Business & Law > Salford Business School > Marketing and Services Management
    Journal or Publication Title: Tourism Management
    Publisher: Elsevier
    Refereed: Yes
    ISSN: 02615177
    Depositing User: Users 29196 not found.
    Date Deposited: 25 Jul 2012 11:11
    Last Modified: 20 Aug 2013 18:30

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