Case study 1 - Personality/Attitudes/Values 1 Case Study#1...

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Personality/Attitudes/Values 1 Case Study #1 Ryan Frazier RPTS 202 October 8, 2007
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Personality/Attitudes/Values 2 Case Study #1 By understanding the psychographic profiles of golfers, tennis players, and boaters, Gig’em Resort can grow into a world renowned vacation spot. Based on the understanding of these psychographic profiles, new services and attractions should be developed at Gig’em Resort in order to satisfy the needs of the customers. Gig’em Resort should target golfers, tennis players, and boaters because these markets are proven to be substantial, exploitable, identifiable, and durable. The first market which I believe Gig’em Resort should target is golfers. Research has shown that golfers with high customer satisfaction have shown a greater intention to revisit (Petrick & Backman, 2001, p. 257). This suggests that golf travelers who visit Gig’em Resort and have an enjoyable experience will be more likely to revisit again and again.
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