Segmenting Australian online panellists based on volunteering motivations

Purpose– The purpose of this paper is to seek to assess whether online commercial panel volunteering can be segmented based on their motivations, using the volunteer functions inventor. The authors also investigate whether segments exist which differ in demographic characteristics.Design/methodology/approach– The authors survey 484 Australian online panel volunteers using a adapted version of the 30 item of the volunteer function inventory (VFI) scale developed by Clary et al. (1998). Data were analysed using confirmatory factor analysis (CFA) and cluster analysis, as well as ANOVA and χ2 test comparisons of demographics between clusters.Findings– CFA verifies that the VFI scale is suitable instrument to gauge online participants’ motivations. Cluster analysis produced a five-cluster solution, where respondents with low motivations overall comprised the largest grouping. Segments are interpreted by assessing the difference between the total sample average and the segment profile. The examination also identifies that the only demographic factor that varies across the five clusters is “respondents” employment status”.Research limitations/implications– Future research could explore if differences in segments result in differences in online participation. The high number or respondents with low motivations may explain the relatively high levels of churn that take place within online panels and as a result panel operators would need to continually attract new members. Further research could also investigate whether the levels of motivation change over time and if so what effect such variation would produce on respondents’ retention.Originality/value– Research on online panel respondents’ motivation is still limited and investigating online panellists’ motivation as volunteers is very important as it unveils, as in the study herein reported, that alternative types of respondents may be driven by different factors when joining an online panel (or completing a given survey). Recruitment strategies could, therefore, be shaped to suit the motivation of the different segments. By refining the matching between volunteers’ profiles and their motivation, managers could improve how volunteers are recruited, managed and retained

Tourism discretionary spending choice behaviour

Studies of tourism demand are numerous. But studies of how consumers apportion discretionary resources to tourism and across other competing categories of discretionary expenditure are non-existent. Therefore, how individuals and households make trade-offs between, or assess the respective utilities of, the various categories of discretionary expenditure and allocate discretionary financial resources, appears to be unknown. This study seeks to address this need by examining discretionary expenditure through choice experiments. The data provide insights into how each type of discretionary expenditure is valued and how each type competes for a share of the discretionary expenditure ‘pie’. We discuss the results with an emphasis on the implications for tourism marketing

New horses for old courses - questioning the limitations of sustainable tourism to supply-driven measures and the nature-based context

It seems a general belief that (1) sustainable tourism is supply-driven, and (2) sustainable tourists are visitors engaging in nature-based travel activities. Results reported in this paper challenge these assumptions. Findings from an online survey indicate that nature-based travel is not solely related to environmentally protective attitudes. Market-driven mechanisms could therefore be used to strengthen ecological sustainable tourism. Only 39 % of respondents classified as ‘Ecologically Caring Tourists’ stated that an intense experience of nature is a motivation for their vacation travel behaviour. The findings indicate two possible directions for the strengthening of sustainable tourism measures: (1) demand-driven mechanisms could be used in addition to supply-side measures to identify and attract groups of tourists with a smaller ecological footprint; (2) the tourism market suitable to increase ecological sustainability is likely to be much larger than assumed by focusing on nature-based tourism only. These findings could be of great benefit to any tourism destination in terms of the development of new tools and the identification of new tourism contexts for managing ecological sustainability

Segmenting Markets by Bagged Clustering: Young Chinese Travelers to Western Europe.

Market segmentation is ubiquitous in marketing. Hierarchical and nonhierarchical methods are popular for segmenting tourism markets. These methods are not without controversy. In this study, we use bagged clustering on the push and pull factors of Western Europe to segment potential young Chinese travelers. Bagged clustering overcomes some of the limitations of hierarchical and nonhierarchical methods. A sample of 403 travelers revealed the existence of four clusters of potential visitors. The clusters were subsequently profiled on sociodemographics and travel characteristics. The findings suggest a nascent young Chinese independent travel segment that cannot be distinguished on push factors but can be differentiated on perceptions of the current independent travel infrastructure in Western Europe. Managerial implications are offered on marketing and service provision to the young Chinese outbound travel market

The effects of changes in the order of verbal labels and numerical values on children's scores on attitude and rating scales

Research with adults has shown that variations in verbal labels and numerical scale values on rating scales can affect the responses given. However, few studies have been conducted with children. The study aimed to examine potential differences in children’s responses to Likert-type rating scales according to their anchor points and scale direction, and to see whether or not such differences were stable over time. 130 British children, aged 9 to 11, completed six sets of Likert-type rating scales, presented in four different ways varying the position of positive labels and numerical values. The results showed, both initially and 8-12 weeks later, that presenting a positive label or a high score on the left of a scale led to significantly higher mean scores than did the other variations. These findings indicate that different arrangements of rating scales can produce different results which has clear implications for the administration of scales with children

Attracting volunteers in highly multicultural societies: a marketing challenge

Volunteer managers face a typical marketing problem: how to identify the right consumers (in this case, volunteers), attract them, and keep them loyal. In multicultural societies this challenge is amplified because of the different groups originating from countries that can vary significantly in terms of the extent of volunteering and reasons for being involved. The consequence of this heterogeneity is limited success of generic marketing campaigns. Using the theory of planned behavior, we investigate differences between Australian residents from different cultural backgrounds in their volunteering behavior. Groups differed in attitude, social norm, and perceived behavioral control, suggesting the need for customized marketing strategies. Theoretically, results provide evidence that volunteers in multicultural societies cannot be viewed as one homogeneous mass. Practically, results offer insight into the factors influencing the behavior of each cultural group, and can inform customized campaigns to tap into the large base of volunteers from different backgrounds