A finite mixture approach to uncover the heterogeneity in the relationship between visit motivation and activity preferences

Abstract

This research uses a model-based segmentation approach in partial least squares path modeling—the FInite MIXture Partial Least Squares (FIMIX-PLS) methodology—to capture the unobserved heterogeneity in the inner path model estimates of the influence of motivation to visit the Portuguese protected areas on visitors’ preferences for different types of activities. Three distinctive visitor segments were identified. Results confirm the assumption of heterogeneity as the relationships differ across segments.