Niche markets in Irish tourism: The case of North American coach tourists

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dc.contributor.authorRyan, Marieen
dc.contributor.authorDeegan, Jimen
dc.contributor.authorMoloney, Richarden
dc.contributor.authorSjostrom, Williamen
dc.contributor.funderIrish Hotels Federationen
dc.date.accessioned2024-03-26T11:17:11Z
dc.date.available2024-03-26T11:17:11Z
dc.date.issued2014-01-01en
dc.description.abstractIn 2010, 115,000 coach tourists came from North America to Ireland, averaging a length of stay of 9 nights. This paper applies factor analysis to a survey of North American coach tourists to Ireland (with 486 responses). It identifies the most significant factors that have common characteristics amongst the tourists. Factor analysis, although popular in tourism research, has never been applied to an inbound tourist market to Ireland, so this research fills an important gap in Irish segmentation research. The factor analysis of the survey identifies a number of important characteristics of this market. For example, the North American coach tourists are predominately under 65 years, are drawn to historical destinations, and active, with a strong preference for cycling and water sports. The findings in this paper suggest tourism policies can now be directed more precisely to cater for a specific type of coach tourist visiting Ireland rather than supplying a generic tourist product. Factor analysis shows that coach tour packages should be targeting a particular kind of tourist, not simply the generic tourist to Ireland.en
dc.description.statusPeer revieweden
dc.description.versionPublished Versionen
dc.format.mimetypeapplication/pdfen
dc.identifier.articleid7en
dc.identifier.citationRyan, M., Deegan, J., Moloney, R. and Sjostrom, W. (2014) 'Niche markets in Irish tourism: The case of North American coach tourists', Irish Business Journal, 9(1), Article 7, pp. 94-114. Available at: https://sword.cit.ie/irishbusinessjournal/vol9/iss1/7 (Accessed: 26 March 2024)en
dc.identifier.endpage114en
dc.identifier.issn1649-7120en
dc.identifier.issued1en
dc.identifier.journaltitleIrish Business Journalen
dc.identifier.startpage94en
dc.identifier.urihttps://hdl.handle.net/10468/15700
dc.identifier.volume9en
dc.language.isoenen
dc.publisherMunster Technological Universityen
dc.relation.urihttps://sword.cit.ie/irishbusinessjournal/vol9/iss1/7en
dc.rights© 2014, the Authors. Published by the Irish Business Journal. This article is made available under the CC BY 4.0 license.en
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/en
dc.subjectCoach touristsen
dc.subjectSegmentation analysisen
dc.subjectFactor analysisen
dc.subjectNiche marketsen
dc.subjectIrish tourismen
dc.titleNiche markets in Irish tourism: The case of North American coach touristsen
dc.typeArticle (peer-reviewed)en
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