IMAGES AS PULL FACTORS OF A TOURIST DESTINATION: A FACTOR-CLUSTER SEGMENTATION ANALYSIS

Images are commonly accepted as important pull factors for the success and development of a tourist destination. Understanding how visitor characteristics influence these factors is critical for destination differentiation and positioning. In this context, the purpose of this study is to segment the international tourists' market to Cape Town on the importance level attached to various pull factors. Using a mixed methodology approach for the development of a survey instrument, 585 visitors were interviewed at various locations in Cape Town. Factor analysis showed the existence of six underlying dimensions in the data while cluster analysis demonstrated the existence of four segments. Demographics as opposed to traveling characteristics seem to define the profile of each cluster. Implications for marketing strategy formulation are provided.