Abstract
We analyze the aspects of perceptual mapping, multidimensional scaling and cluster analysis for a company called Student Travel. The company is a potential new entrant into the Irish student travel market, and plans to undertake research into the needs and wants of Irish students relating to weekend breaks. The question here is to find innovative means to advertise each destination to its maximum capacity. Finding out where students are most likely to go on weekend breaks and what the driving forces behind their choices are can discover this. We need to discover what attributes are associated by the students to the different cities of Europe, their reasons for travel or otherwise and their travel companions. The following figure illustrates the factors affecting travel destination choices.
