Profiling Tourism Smes According to Owners' Support for Community: A Cluster Analysis Approach
This study profiles small and medium tourism enterprises (SMTEs) according to their level of support for local communities in order to investigate the relationship between such support and enterprise performance. Cluster analysis, chi-square, and MANOVA were used to explore data from
298 owners of SMTEs operating in South Australia. Results indicated that SMTEs are best grouped in two segments according to their level of support for community (Reluctants and Community Advocates). Segments can be differentiated by: 1) the number of family members working in the business;
2) the number of years the business has been in existence; 3) whether the owners have family members living in town; and 4) the type of business. Findings also demonstrate significant differences between segments in terms of business performance, with Community Advocates reporting greater
levels of performance. As such, the findings have implications for scholars in tourism and entrepreneurial studies, and for tourism policy makers trying to support the sustainable development of regional tourism destinations.
Keywords: CLUSTER ANALYSIS; SEGMENTATION; SMALL AND MEDIUM TOURISM ENTERPRISES (SMTES); SUPPORT FOR COMMUNITY
Document Type: Research Article
Publication date: 01 December 2013
- Established in 1996, Tourism Analysis is an interdisciplinary journal that provides a platform for exchanging ideas and research in tourism and related fields. The journal aims to publish articles that explore a broad range of research subjects, including, but not limited to, the social, economic, cultural, environmental, and psychological aspects of tourism, consumer behavior in tourism, sustainable and responsible tourism, and effective operations, marketing, and management.
Tourism Analysis focuses on both theoretical and applied research and strives to promote innovative approaches to understanding the complex and dynamic nature of tourism, its stakeholders, businesses, and its effects on society. The journal welcomes articles on innovative research topics and methodologies beyond the traditional theory-testing sciences, such as robotics, computational sciences, and data analytics.
Our primary goal is to contribute to the development and advancement of new knowledge in tourism while fostering critical reflections and debates on the radical changes and evolution in tourism among scholars, practitioners, policymakers, and other stakeholders.
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