Consumer Involvement Profiles as a Tourism Segmentation Tool

The Involvement construct has been extensively studies in the consumer behavior literature and has recently received increased attention in leisure and tourism studies. The purpose of this study was to demonstrate the potential usefulness of the involvement profile scale to segment tourists on the basis of their involvement profiles with touristic activities. The subjects consisted of 144 participants from an international track and field competition. CronbachAEs alpha coefficients ranged form 0.80 to .096 on the various subscales. A cluster analysis was conducted to classify the subjects into three distinct groups. The marketing implications of the results are discussed and avenues for future research are presented.