Tourist profiles using discriminant analysis

How similar are tourists from the audiences of two or more advertising vehicles? The method of N-way multiple discriminant analysis was used for predicting magazine readership from key tourist variables from two samples of 300 coupon inquiries. Results of the analysis indicated similar tourist profiles existed among the readerships of the three magazines. Application of the method used in this study may be useful in the development of promotional themes to attract tourists from selected advertising vehicles and in identifying unique tourism characteristics for particular vehicles.