Market segmentation approaches in tourism

Dolničar, Sara

doi:10.4324/9781315858265.ch15

Cited by 5 publications

(4 citation statements)

References 22 publications

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“…As an established field within tourism, marketing, and service research, consumer segmentation studies divide consumers into groups which are internally homogeneous but maximally different from other groups, assuming a heterogeneous overall market (Khoo-Lattimore & Prayag, 2015). Such studies often work with quantitative, survey-based data and can be of high practical relevance to marketers, enabling firms to target desirable market segments and then position their own product accordingly (Dolnicar, 2012).…”

Section: Segmentation In Tourism and Travel Researchmentioning

confidence: 99%

Consumer segmentation within the sharing economy: The case of Airbnb

Lutz

Newlands

2018

Journal of Business Research

250

152

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Section: Segmentation In Tourism and Travel Researchmentioning

confidence: 99%

Consumer segmentation within the sharing economy: The case of Airbnb

Lutz

Newlands

2018

Journal of Business Research

250

152

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“…Data-driven market segmentation is widely used in tourism research [17]. The steps required in this segmentation approach are selecting the segmentation base, data collection, extracting the segments, and profiling the segments [22]. Profiling or describing segments helps to understand each of the segments, select which one(s) to target, and consequently customize marketing activities [19].…”

Section: Literature Review 21 Market Segmentation and Its Application...mentioning

confidence: 99%

Benefit Segmentation of Tourists to Geosites and Its Implications for Sustainable Development of Geotourism in the Southern Lake Tana Region, Ethiopia

et al. 2022

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Geotourism is a sustainable type of tourism that focuses on the geological and geomorphological heritages of an area, and the associated cultural and biodiversity features. Though the popularity of geotourism is rapidly growing, research on the demand side, particularly on segmenting tourists to geosites and understanding their profiles, is limited. This obviously makes the designing of effective tourism policies that aim at developing geotourism sustainably very difficult. Hence, the main objectives of this study were to segment and profile tourists to geosites based on the benefits sought, and to show its implications for sustainable development of geotourism. With a survey of 415 tourists, this study clustered tourists to geosites in the southern Lake Tana region in Ethiopia based on the benefits sought. A factor–cluster method was applied to segment the tourists. The study identified four distinct segments: Activity–Nature Lovers, Culture Lovers, Nature–Culture Lovers, and Want-It-Alls. These segments differed in their demographic, trip, and behavioral characteristics. The findings implied that for sustainable development, destination managers and marketers need to customize their geotourism product development and marketing strategies based on the needs and characteristics of each market segment.

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“…Segmentation approaches can be broadly classified as data-driven versus conceptual segmentation (Dolnicar, 2002, 2014; Kannisto, 2016; Park and Yoon, 2009; Tsiotsou and Vasioti, 2006). The former is based on a posteriori grouping of consumers from a data set that leads to a taxonomy or consumption patterns, such as cluster analysis (e.g.…”

Section: Segmentation In Tourism Literaturementioning

confidence: 99%

New insights on satisfaction prototypes for segmentation: Focus on customer experience

Duque

Riera-Prunera

2021

Journal of Vacation Marketing

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This paper tests a conceptual segmentation using a criterion outlined by Oliver based on the satisfaction prototypes customers may follow. The empirical study was conducted with a sample of theme park visitors grouped into four satisfaction prototypes/segments. Results show the presence of important differences by groups in terms of both the effects of perceived value dimensions on satisfaction and the level of satisfaction by segment, supporting the proposed approach. The findings are valuable for a better identification of key drivers of segments’ satisfaction, which will be helpful to redesign service experiences to better fit the varying preferences of modern consumers.

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Market segmentation approaches in tourism

Cited by 5 publications

References 22 publications

Consumer segmentation within the sharing economy: The case of Airbnb

Consumer segmentation within the sharing economy: The case of Airbnb

Benefit Segmentation of Tourists to Geosites and Its Implications for Sustainable Development of Geotourism in the Southern Lake Tana Region, Ethiopia

New insights on satisfaction prototypes for segmentation: Focus on customer experience

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