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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
What Moves Which Volunteers To Donate Their Time? An Investigation Of Psychographic Heterogeneity Among Volunteers In Australia, Sara Dolnicar, Melanie J. Randle
What Moves Which Volunteers To Donate Their Time? An Investigation Of Psychographic Heterogeneity Among Volunteers In Australia, Sara Dolnicar, Melanie J. Randle
Faculty of Commerce - Papers (Archive)
Many local environmental volunteering organisations face difficulties attracting volunteers from specific subgroups of the community. Consequently, it is crucial to gain understanding about the variety of factors that move people to participate in environmental volunteering. Factors which might have been underestimated in the past given the rather homogeneous community groups of volunteers which are, e.g., predominantly of Anglo-Saxon origin. This study reports on an analysis of volunteering motivations based on a representative data set provided by the ABS. It reveals that volunteering motivations vary widely and illustrates possible new ways of marketing volunteering organisations in order to attract new community …
Beyond "Commensense Segmentation" - A Systematics Of Segmentation Approaches In Tourism, Sara Dolnicar
Beyond "Commensense Segmentation" - A Systematics Of Segmentation Approaches In Tourism, Sara Dolnicar
Faculty of Commerce - Papers (Archive)
Market segmentation is an accepted tool in strategic marketing. It helps to understand and serve the needs of homogeneous consumer sub-populations. Two approaches are recognized: a priori and data-driven (a posteriori, Mazanec, 2000; post-hoc, Wedel & Kamakura, 1998) segmentation. In tourism there is a long history of a priori segmentation studies both in industry and academia. These lead to the identification of tourist groups derived from dividing the population according to prior knowledge (“commonsense segmentation”). However, due to the wide use of this approach, there is not much room for competitive advantage to be gained by using a priori segmentation. …