1. Provide an interpretation of Figure 13.1. Note that the axes are arbitrary. The origin only serves as the centre of the structure. Also, left/right and up/down are arbitrary.

What counts is the positioning of products (here: destinations) in relation to other products. Closeness indicates similarity and vice versa. One should keep in mind that the placement of destinations in Figure 13.1 is not based on, say, a cluster analysis of respondents’ preferences. So, strictly speaking, the positioning of destinations does not correspond to segments. Input for the analysis was fifty respondents’ similarity/dissimilarity rating of all twelve destinations in pairs.