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This article focuses on the consumer's perception of skiing destinations in terms of competitive position in consumers' minds. More specifically, the article explores factors that shape individuals' perceptions about which destinations compete with each other while centering on the categorization process itself. To detect competitors in customers' minds, unconstrained sorting data is used. Results are further analyzed by means of three different methods: hierarchical clustering, (spherical)doi:10.3727/108354211x13149079788873 fatcat:zxp4jaxdwrh2xkdewrmrauwnuq