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The use of rank order data in segmentation analysis: A case study of Bruce Country, Ontario, Canada

A topic of interest to many marketers and researchers is how potential visitors select a destination. Although numerous models have been developed, this line of research is still under-developed. This article illustrates an innovative approach to decision-based segmentation based on Unidimensional Sequence Alignment (USA). This tool was developed in molecular biology to compare genetic structures among different organisms. The basic logic behind USA is that the sequence of a series of entities/events reveals essential information about the identity of the sample being studied. In the case of this study, the sequence refers to the order in which potential visitors considered various criteria regarding potential destinations. Similar sequences of decisions indicate similar segments of potential visitors. Using data from a web-based survey of people who had requested tourism information from Bruce County, Ontario, Canada, the study demonstrates the potential of USA as well as areas for further development.