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Abstract This study groups visitors to Virginia based on their environmental attitudes by using a posteriori market segmentation. Factor-cluster analysis, multiple discriminant analysis, and one-way analysis of variance were performed to examine and profile the travel segments. According to the findings, three distinct groups were delineated: conservationists, anthropocentrics, and optimists. Trip behavior, destination attributes and travelers' choice of destination rather than demographic characteristics account for most of the variance among the three market segments.
Formica et al. (Fri,) studied this question.