Segmenting resident perceptions towards tourism — a cluster analysis with a multinomial logit model of a mountain community

This study investigates aspects of host perception for the formulation of strategic tourism policies. A community segmentation framework with cluster analysis and multinomial logit model was applied to data of a mountain community in northern Italy to reveal the heterogeneity of residents' perception. The results of this study reflect the overall opinions of the sample population and identify homogeneous opinion groups. Positive and negative perceptions about tourism in the region generate a division of residents in environmental supporters, development supporters, protectionist and ambivalent. This study identifies the effect of demographic variation on the clusters and on residents' attitudes towards tourism. Copyright © 2010 John Wiley & Sons, Ltd.