Extraordinary Experience-Based Segmentation: The Case of Greek Summer Campers

Abstract

This study, using cluster analysis, segmented the Greek summer camping market based on the extraordinary experience scale proposed by Arnould and Price (1993), using cluster analysis. Four distinct segments were derived, namely: Social–Naturalist Campers, Indifferent Campers, Pure Naturalist Campers, and Adventurous–Experiential Campers. Furthermore, these segments were profiled based on several postvisit variables (i.e., satisfaction, intention to revisit, nostalgia, word-of-mouth (WOM) activity, and WOM praise). Finally, the study concludes with the development of marketing strategies for reaching and serving the most attractive segments.

Keywords:

• camping experience
• segmentation
• Greek campers
• word-of-mouth
• revisit intention
• nostalgia intensity

Notes

This research has been co-financed by the European Union (European Social Fund [ESF]) and Greek national funds through the operational program “Education and Lifelong Learning” of the National Strategic Reference Framework (NSRF), Research Funding Program: Heracleitus II. Investing in knowledge society through the European Social Fund.