Customer Portfolio Development: Modeling Destination Adopters, Inactives, and Rejecters

This study identifies factors associated with and discriminating among destination adopters, inactives, and rejecters. The setting is the state of New Mexico. The empirical findings are based on a sample of more than 900 out-of-state residents. The approach demonstrates how destination image, destination experience, and demographic character istics combine to influence segment membership. Moreover, the results also indicate that adopters and inactives can be separated by their image of the destination and by demo graphic characteristics. Managerial implications are outlined.